Ninth International Conference on Food Studies

Abstract

In light of the fact that increasing consumer emphasis is being placed on the concepts of safety, health, and environmental protection, and that consumer groups are now attentive toward the issues of greenism and sustainable development, certification label has become an important tool for aiding consumers in evaluating food safety, health, and environmental friendliness. Hence, there have been products on the market that advertise “Clean Label,” which emphasizes simple process and avoids unnecessary food additives. In this study, consumer purchase intention for the use of clean label and its influencing factors are discussed, using product knowledge and involvement as the independent variable. The target is the consumer who has experience in clean label products. This study explores snowball sampling. The formal questionnaire was sent to 292 participants. After eliminating invalid samples, we retained 265 valid questionnaires for analysis (a valid response rate of 90.75 %). The results indicated that structural equation modeling (SEM) was applied to test the research hypotheses. The results indicated that: (1) Consumers’ involvement of clean label products significantly influences purchase intention; (2) Consumers’ product knowledge of clean label products significantly influences purchase intention and involvement. Based on these results, enhancing consumers’ education about food security is suggested. Furthermore, the findings provide crucial insights for marketing channels, suggesting the food industry can target consumers’ certification label concerning clean label products as the key to purchase intention and attract business by developing practical marketing strategies.