The Role of Perceived Benefits, Barriers, and Susceptibility in Free-From Gastronomy: A Health Belief Model Perspective

Authors : Altuğ Ocak

Pages : 706-717

Doi:10.26466/opusjsr.1697883

View : 53 | Download : 53

Publication Date : 2025-08-04

Article Type : Research Paper

Abstract :This study examines the key factors influencing consumer purchase intentions for free-from gastronomic products, focusing on the roles of perceived benefits, perceived barriers, and perceived susceptibility. The study applies the Health Belief Model (HBM) to explore how perceived susceptibility mediates the effect of perceived benefits on purchase intentions, while perceived barriers moderate this relationship. A quantitative research approach was adopted, utilizing a cross-sectional survey of 386 health-conscious consumers. Data were analyzed using Structural Equation Modeling (SEM) to test the direct, indirect (mediation), and interaction (moderation) effects. The results reveal that perceived benefits alone do not significantly influence purchase intentions; however, this relationship becomes significant when mediated by perceived susceptibility. Consumers who perceive themselves as at risk of diet-related health issues (e.g., diabetes, gluten intolerance) are more likely to purchase free-from products. Perceived barriers significantly moderate this relationship, such that consumers with higher perceived barriers (e.g., concerns about taste, price, and availability) are less likely to translate perceived benefits into purchase behavior. This study extends the HBM by demonstrating that perceived susceptibility plays a crucial mediating role in consumer food choices, particularly in the context of health-conscious purchasing behaviors. It also highlights the importance of barrier-reduction strategies in promoting free-from products. Marketers should emphasize health risk reduction messaging to increase perceived susceptibility, while simultaneously addressing price, taste, and availability concerns to mitigate perceived barriers. Strategies such as flavor innovations, affordability measures, and expanded distribution can enhance consumer adoption of free-from products. This study integrates HBM constructs into consumer behavior research, offering a novel approach to understanding psychological drivers of free-from product consumption. The findings provide practical recommendations for businesses and policymakers seeking to promote health-oriented food choices.
Keywords : Tüketici davranışı, beslenme pazarlaması, sağlıklı yaşam trendleri, temiz etiketli ürünler, arındırılmış gastronomi

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