The Effect of Vice-Virtue Bundles on Consumers' Purchase Intentions for Vice Packaged Foods: Evidence from Randomized Experiments.

ABSTRACT: Packaged foods have significantly expanded their market presence, with the utilization of vice-virtue bundles gaining momentum, particularly in the realm of vice-packaged foods. Consequently, understanding how consumers respond to vice-packaged food with vice-virtue bundles (i.e., vice-packaged food combined with virtue ingredients) becomes crucial. This research investigates this issue through four experiments employing a one-way between-subjects design, incorporating distinct stimuli and measures, and involving samples from diverse sources. In Experiment 1 (n = 172), Experiment 2 (n = 169), and the follow-up experiment (n = 153), variance analysis, chi-square test, and mediating analysis demonstrate that consumers are more inclined to purchase vice-packaged food with

SUBMITTER: Yu Y 

PROVIDER: S-EPMC10486616 | biostudies-literature | 2023 Aug

REPOSITORIES: biostudies-literature