Explaining the Market Acceptance of Artificial Sweeteners in a Developing Country: Evidence from Female Young Adults in Zimbabwe
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2020
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Abstract
This paper examines whether a proposed set of factors
explains consumers’ acceptance of artificial food sweeteners
in a selected developing country. A quantitative cross-sectional
survey was conducted on 938 female respondents aged
between 18 and 24 who resided in the three largest cities in
Zimbabwe (i.e., Harare, Bulawayo, and Gweru). Data collected
in 2019 and 2020 were analyzed using partial least squares
structural equation modeling. The ‘health consciousness’ and
‘preference for natural products’ variables had a significant
negative predictive influence on the ‘acceptance of artificial
sweeteners’ variable. However, ‘trust in regulators’ had
a positive effect on the same outcome variable. Moreover,
the ‘negative attitude toward sugars’ variable significantly
moderated the relationship between ‘preference for natural
products’ and ‘acceptance of artificial sweeteners.’ These find
ings have fundamental practical implications related to the
marketing of food innovations in Zimbabwe where deceptive
marketing strategies continue to threaten consumers’ welfare
and affect their receptiveness to new products
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Ndofirei, T.M.; Mamsa, N. and Rambe, P. (2020) Explaining the Market Acceptance of Artificial Sweeteners in a Developing Country: Evidence from Female Young Adults in Zimbabwe. Journal of Food Products Marketing, vol. 26, no. 3, pp. 225–245