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Protein-Washing as a Health Halo Effect in Food Marketing: The Role of Heuristic Processing, Perceived Healthiness, and Consumer Misinterpretation
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Orientador(es)
Resumo(s)
This study examines how protein-related claims influence consumer perceptions and purchase intention, positioning protein-washing as a contemporary manifestation of the health halo effect in food marketing. Drawing on dual-process theory and the health halo literature, the research proposes that protein claims serve as heuristic cues that improve perceived healthiness and, in turn, shape consumer behavior. A betweensubjects experimental design (n = 201) was employed, complemented by an exploratory focus group to capture underlying cognitive mechanisms. Results show that protein claims significantly increase perceived healthiness, supporting the presence of a health halo effect. Mediation analysis indicated that perceived healthiness is consistent with full mediation of the relationship between the claim and purchase intention, highlighting its role in translating heuristic cues into behavioral outcomes. While perceived healthiness significantly predicted trust, this did not translate into a significant sequential mediation effect, suggesting that trust operates as a more fragile, situation-dependent mechanism. Contrary to expectations, nutritional literacy did not moderate the effect of protein claims, with findings showing a discrepancy between perceived and objective knowledge. Qualitative findings reveal that consumers initially rely on front-of-pack cues but reexamine their judgments when exposed to additional information, leading to skepticism. This evidence supports the conceptualization of protein-washing as a conditional, dynamic process in which positive halo effects may be attenuated or reversed through cognitive reassessment. The study adds to theory by refining the mechanisms underlying health halos, proposing the notion of a functional halo, and offering managerial and policy implications for more transparent and effective communication of nutritional information.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Protein claims Health halo effect Perceived healthiness Consumer behavior Nutritional literacy Food marketing Skepticism