Explaining the Market Acceptance of Artificial Sweeteners in a Developing Country: Evidence from Female Young Adults in Zimbabwe

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dc.contributor.authorNdofirepi, T.M.
dc.contributor.authorMamsa, N.
dc.contributor.authorRambe, P.
dc.date.accessioned2023-09-20T07:51:10Z
dc.date.available2023-09-20T07:51:10Z
dc.date.issued2020
dc.description.abstractThis 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
dc.identifier.citationNdofirei, 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
dc.identifier.issn1540-4102
dc.identifier.urihttp://196.220.97.103:4000/handle/123456789/232
dc.titleExplaining the Market Acceptance of Artificial Sweeteners in a Developing Country: Evidence from Female Young Adults in Zimbabwe
dc.typeArticle
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