Brand expertise, impulsiveness and materialism aggravate unhealthy food products buying among young adults despite pricing and sin tax interventions

P. V. Thayyib, Imran Anwar, Sulphey M. M., Naveed Yasin & Ali Thabit Yahya
aVit Business school, Vellore institute of technology,; bschool of Management, sir Padampat singhania university,; cCollege of Business administration, Prince sattam Bin abdulaziz university, al-Kharj, saudi arabia; dFaculty of Communication, arts and sciences, Canadian university Dubai, eDepartment of Business, al Janad university of science and technology, Yemen. Published in Taylor and Francis
Resource type:
Peer review

This study, grounded in the stimulus-organism-response and hedonic motivation theories, investigates the impact of consumer awareness and personality traits on purchase intentions for unhealthy products. Examining unhealthy product knowledge, brand expertise, perceived price and tax policies, as well as personality traits like materialism and buying impulsiveness, the study used an experimental design with control and experiment groups subjected to health warnings and audio-visual commercials. Notably, brand expertise, materialism, and buying impulsiveness positively influence purchase intentions, suggesting that hedonic motivations outweigh health warnings. Surprisingly, perceived price and tax policy interventions and unhealthy product knowledge show minimal impact, emphasizing the dominance of impulsive buying and materialistic traits. The findings suggest companies can offset health warnings with appealing advertising, while governments can maximize revenue and protect public health by taxing unhealthy products. The study provides valuable insights for marketing academics, retailers, consumer marketing companies, and policymakers in the realm of indirect taxes.

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