Nutrients, Vol. 18, Pages 1800: Psychological Determinants of Purchasing Behavior Among Individuals Indifferent to Reduced-Salt Products
Nutrients doi: 10.3390/nu18111800
Authors:
Yasunori Akamatsu
Misako Nakadate
Nanae Tanemura
Masuko Kobori
Background/Objectives: To promote salt reduction before health problems arise, it is important to understand factors associated with reduced-salt product purchasing among consumers with low interest in such products. This study examined psychological determinants of intention to purchase reduced-salt products among Japanese adults who were not actively purchasing them. Methods: An exploratory sequential mixed-methods design was used, including qualitative interviews followed by a cross-sectional web-based survey of 800 men and women aged 18–59 years in Japan. Participants were categorized into precontemplation and contemplation stages based on the transtheoretical model. Associations between purchase intention and three Integrated Behavioral Model categories—attitude, perceived norm, and personal agency—were examined. Percentage-to-gain values were calculated for each belief item. Results: All three category scores were significantly associated with purchase intention, with attitude showing the strongest association (OR = 12.56, 95% CI: 6.93–22.79). In stratified analysis, attitude showed a stronger association in the precontemplation stage (OR = 18.40, 95% CI: 8.51–39.78), whereas no category score was significantly associated with purchase intention in the contemplation stage. In the precontemplation stage, relatively high percentage-to-gain values were observed for holistic wellness-oriented beliefs and product availability in usual supermarkets. Conclusions: Attitude was most strongly associated with intention to purchase reduced-salt products, particularly in the precontemplation stage. Holistic wellness-oriented beliefs and product availability may represent promising targets for future communication or food environment interventions. These findings may provide a basis for future studies testing strategies to increase actual purchases of reduced-salt products and reduce salt intake.
Background/Objectives: To promote salt reduction before health problems arise, it is important to understand factors associated with reduced-salt product purchasing among consumers with low interest in such products. This study examined psychological determinants of intention to purchase reduced-salt products among Japanese adults who were not actively purchasing them. Methods: An exploratory sequential mixed-methods design was used, including qualitative interviews followed by a cross-sectional web-based survey of 800 men and women aged 18–59 years in Japan. Participants were categorized into precontemplation and contemplation stages based on the transtheoretical model. Associations between purchase intention and three Integrated Behavioral Model categories—attitude, perceived norm, and personal agency—were examined. Percentage-to-gain values were calculated for each belief item. Results: All three category scores were significantly associated with purchase intention, with attitude showing the strongest association (OR = 12.56, 95% CI: 6.93–22.79). In stratified analysis, attitude showed a stronger association in the precontemplation stage (OR = 18.40, 95% CI: 8.51–39.78), whereas no category score was significantly associated with purchase intention in the contemplation stage. In the precontemplation stage, relatively high percentage-to-gain values were observed for holistic wellness-oriented beliefs and product availability in usual supermarkets. Conclusions: Attitude was most strongly associated with intention to purchase reduced-salt products, particularly in the precontemplation stage. Holistic wellness-oriented beliefs and product availability may represent promising targets for future communication or food environment interventions. These findings may provide a basis for future studies testing strategies to increase actual purchases of reduced-salt products and reduce salt intake. Read More