Palabras clave
consumer behavior
student
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Resumen
This study identified the modal salient behavior, the normative and the control modal beliefs
on the nutritional label use for the prepackaged food products among the college students.
In November 2015, the exploratory qualitative research was conducted with 19 nutrition
students, applying the concepts of Theory of Planned Behavior. Contents analysis of two
organized focus groups and the statistical descriptive analysis of quantitative variables were
performed. Both focus groups mentioned the advantages of the use of nutritional information,
as the assistance for choosing the healthy food. A specific disadvantage associated with the
mentioned nutritional claims was this influence on the purchase decisions (behavioral beliefs).
The students mentioned their parents and siblings as the peoples who approve the use of this
information, when they purchase a product (normative beliefs). Small lettering and difficulty
to interpret the portions size indicated in the nutritional information on the labels were the
factors, which could difficult their use. Making easy to read the nutritional claims tend to
stimulate the purchasing decisions (control beliefs). Eleven salient modal beliefs were identified,
which may explain participants’ behavior when using information and nutrition claims.
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Derechos de autor 2019 Revista del Instituto Adolfo Lutz