The effect of nutritional knowledge and promotions on the purchase intention of meal-kits
Given the growing popularity of meal-kits, it is essential to gain more knowledge surrounding those products related to consumers and meal-kits. The aim of this study is to examine to what extent nutritional knowledge and promotions influence the purchase intention of meal-kits and how this effect is mediated by perceived healthiness and perceived convenience. Most of the current research focuses on the drivers of purchasing convenience food and the drivers of purchasing healthy food. However, meal-kits belong to the category of healthy convenience food and limited research has been published on the drivers of purchasing healthy convenience food. To answer the research question of this study, an online survey was conducted amongst Dutch respondents. The results show that the relationship between nutritional knowledge and the purchase intention of meal-kits is significantly mediated by perceived healthiness and perceived convenience. In addition, the effect of promotions on the purchase intention is not mediated by perceived healthiness or perceived convenience. The results of this study are valuable to managers of meal-kit companies, as these results provide information on factors that influence the purchase intention of meal-kits.
Faculteit der Managementwetenschappen