Meal-kits; a trade-off between literature on healthy food and convenience food?
Recent developments have led to the emergence of new products that respond to the growing demand for healthy and convenient food. One of these healthy convenience food alternatives is meal-kits. In recent years, meal-kits have experienced tremendous growth. Nevertheless, the subject of meal-kits is still relatively unstudied. Literature on healthy food and convenience food is often contradictory, making it unclear which literature stream dominates when it comes to healthy convenience food such as meal-kits. This study examines whether the type of channel, the type of meal-kit, and the type of promotion influence the purchase intention of meal-kits, and whether and how these relationships are affected by health consciousness, convenience-orientation, and planned versus impulsive buying. An online experiment was conducted among 195 Dutch respondents and analysed using regression analysis. The results show that an offline channel and fresh packages are preferred, and that non-monetary promotions decrease purchase intention of meal-kits whereas monetary promotions do not affect the purchase intention. Monetary promotions lead to a significantly higher purchase intention for meal-kits than non-monetary promotions. Moreover, the effect of fresh packages on purchase intention of meal-kits is weakened by convenience-orientation. Finally, neither health consciousness nor planned versus impulsive buying affect the aforementioned relationships.
Faculteit der Managementwetenschappen