隨著消費者保健意識的提升，購買健康食品的需求也越來越高。近年來，市面上出現許多宣稱具有保健功效之產品，混淆消費者選購健康食品之決策。為提供消費者對健康功效認證之理解，本研究在零售商圈進行兩個實驗，發現消費者對有標示 (vs. 無標示) 功效認證的健康食品具有較高的道德情感評價與較正向的認證標章態度，且多重 (vs. 單一) 功效認證也具有如同標示功效認證的正向效果。而且，道德情感評價會中介功效認證標示及功效認證承載對認證標章態度之影響，道德情感評價、認證標章態度與產品健康意識對功效認證承載與購買意願也具有關連性的系列中介效果。

With the rising of health awareness among consumers, the demand for health foods has also grown. The recent years have seen many products on the market that bear claims of health functions in an attempt to affect consumers’ buying decision. To increase consumers’ understanding of health functions certification, this study conducted two experiments in a shopping district and obtained the following findings. Consumers tended to have higher moral and affective evaluations for and hold a more positive attitude towards certification labels on health foods labeled with a certificate for the claimed health functions (vs. not labeled), and carrying multiple certificates (vs. a single certificate) also create a positive effect as certificates labeling. Moreover, moral and affective evaluations mediated the effects of certificates labeling and carrying on attitude towards certification labels, and the relationship between certificates carrying and purchase intention could be concurrently serial mediation of relational variables, including moral and affective evaluations, attitude towards certification labels, and perceived product healthfulness.

中國消費者協會，2013，「保健品消費體察報告」，
http://www.cca.org.cn/jmxf/detail/24302.html, accessed on November 14, 2015. (China Consumers Association, 2013, “The Experiential Survey Report on Healthy Products Consumption,” http://www.cca.org.cn/jmxf/detail/24302.html, accessed on November 14, 2015.)
林真淳、許嘉峰、黃建豪、洪存菁、張文齡與黃翠瑛，2008，「健康食品的認知、購買意願對忠誠度影響之研究」，台灣農學會報，9卷5期：472~482。(Lin, J. C., Syu, J. F., Huang, J. H., Hong, C. J., Chang, W. L., and Huang, T. Y., 2008, “The Effects of Cognition and Purchase Intention of Healthy Food Products on Customer Loyalty,” Journal of the Agricultural Association of Taiwan, Vol. 9, No. 5, 472-482.)
佳格食品股份有限公司，2019，「桂格即沖即食大燕麥片」，
https://quakercereal.sfworldwide.com/product_new.aspx?iframe=product/p_list.aspx&type=1&menuid=35, accessed on April 21, 2019. (Standard Foods, 2019, “Quaker Instant Whole Oats,” https://quakercereal.sfworldwide.com/product_new.aspx?iframe=product/p_list.aspx&type=1&menuid=35, accessed on April 21, 2019.)
陳麗婷、鄭佩真、蕭宜庭，2019，「2019食品產業年鑑：保健食品業」，經濟部技術處，財團法人食品工業發展研究所： FIRDI-108-T101, 297-312。(Chen, L. T., Cheng, P. J., and Hsiao, Y. T., 2019, “2019 Food Industry Yearbook: Healthy Food Industry,” Ministry of Economic Affairs, Food Industry Research and Development Institute: FIRDI-108-T101, 297-312.)
曾馨誼、許瑞瑱、施坤河，2020，「2018國內保健營養食品產值暨產業概況分析」，中華穀類食品工業技術研究所。(Tseng, H. Y., Hsu, J. T., and Shih, K. H., 2020, “2018 Analysis Report of Domestic Functional Foods Output Value and Industry Overview,” China Grain Products Research & Development Institute.)
葉明功，2014，「認識健康食品標章」，藥物食品安全週報，472期。(Yeh. M. K., 2014, “To Understand the Health Food Label,” Pharmaceutical Food Safety Weekly, Vol. 472.)
衛生福利部食品藥物管理署，2016，「健康食品概說」，https://www.fda.gov.tw/TC/siteContent.aspx?sid=1776, accessed on April 20, 2019. (Taiwan Food and Drug Administration, 2016, “Health Food Overview,” https://www.fda.gov.tw/TC/siteContent.aspx?sid=1776, accessed on April 20, 2019.)
衛生福利部食品藥物管理署，2018，「健康食品管理法」，中華民國。(Taiwan Food and Drug Administration, 2018, “Health Food Control Law,” Republic of China.)
衛生福利部食品藥物管理署，2019，「衛生福利部審核通過之健康食品資料查詢」，https://consumer.fda.gov.tw/Food/InfoHealthFood.aspx?nodeID=162, accessed on April 20, 2019. (Taiwan Food and Drug Administration, 2019, “Inquiry of Health Food Information Approved by the Ministry of Health and Welfare,” https://consumer.fda.gov.tw/Food/InfoHealthFood.aspx?nodeID=162, accessed on April 20, 2019.)
Achabal, D. D., Shelby H. M., Cherryl, H. B., and Nancy T., 1987, “The Effect of Nutrition P-O-P Signs on Consumer Attitudes and Behavior,” Journal of Retailing, Vol. 63, No. 1, 9-25.
Ajzen, I., 1985, “From Intentions to Actions: A Theory of Planned Behavior” in Kuhl, J. and Beckman, J. (eds.), Action Control, First Edition, Heidelberg, Berlin: Springer, 11-39.
Ajzen, I., 1988, Attitudes, Personality, and Behavior, 1st, Chicago: Dorsey Press.
Ajzen, I., 1989, “Attitude Structure and Behavior” in Pratkanis, A. R., Breckler, S. J., and Greenwalk, A. G. (eds.), Attitude Structure and Function, First Edition, New Jersey, Hillsdale: Lawrence Erlbaum Associates, 241-274.
Ajzen, I., 1991, “The Theory of Planned Behavior,” Organizational Behavior and Human Decision Processes, Vol. 50, No. 2, 179-211.
Ajzen, I., 2015, “Consumer Attitudes and Behavior: The Theory of Planned Behavior Applied to Food Consumption Decisions,” Italian Review of Agricultural Economics, Vol. 70, No. 2, 121-138.
Albersmeier, F., Schulze, H., and Spiller, A., 2010, “System Dynamics in Food Quality Certifications: Development of an Audit Integrity System,” International Journal of Food System Dynamics, Vol. 1, No. 1, 69-81.
Al-Swidi, A., Huque, S. M. R., Hafeez, M. H., and Shariff, M. N. M., 2014, “The Role of Subjective Norms in Theory of Planned Behavior in the Context of Organic Food Consumption,” British Food Journal, Vol. 116, No. 10, 1561-1580.
Andorfer, V. A. and Liebe, U., 2012, “Research on Fair Trade Consumption—A Review,” Journal of Business Ethics, Vol. 106, No. 4, 415-435.
Andrews, J. C., Burton, S., and Kees, J., 2011, “Is Simpler Always Better? Consumer Evaluations of Front-of-Package Nutrition Symbols,” Journal of Public Policy and Marketing, Vol. 30, No. 2, 175-190.
Arvola, A., Vassallo, M., Dean, M., Lampila, P., Saba, A., Lähteenmäki, L., and Shepherd, R., 2008, “Predicting Intentions to Purchase Organic Food: The Role of Affective and Moral Attitudes in the Theory of Planned Behaviour,” Appetite, Vol. 50, No. 2-3, 443-454.
Aschemann-Witzel, J., Maroscheck, N., and Hamm, U., 2013, “Are Organic Consumers Preferring or Avoiding Foods with Nutrition and Health Claims?,” Food Quality and Preference, Vol. 30, No. 1, 68-76.
Bauer, H. H., Heinrich, D., and Schäfer, D. B., 2013, “The Effects of Organic Labels on Global, Local, and Private Brands: More Hype than Substance?,” Journal of Business Research, Vol. 66, No. 8, 1035-1043.
Baumeister, R. F., 2010, “The Self” in Baumeister, R. F. and Finkel, E. J. (eds.), Advanced Social Psychology: The State of Science, First Edition, New York: Oxford University Press, 139-175.
Bezawada, R. and Pauwels, K., 2013, “What is Special about Marketing Organic Products? How Organic Assortment, Price, and Promotions Drive Retailer Performance,” Journal of Marketing, Vol. 77, 31-35.
Birol, E., Karandikar, B., Roy, D., and Torero, M., 2015, “Information, Certification and Demand for Food Safety: Evidence from an In‐store Experiment in Mumbai,” Journal of Agricultural Economics, Vol. 66, No. 2, 470-491.
Bradu, C., Orquin, J. L., and Thøgersen, J., 2014, “The Mediated Influence of a Traceability Label on Consumer’s Willingness to Buy the Labelled Product,” Journal of Business Ethics, Vol. 124, No. 2, 283-295.
Chang, L., 1994, “A psychometric Evaluation of 4-Point and 6-point Likert-type Scales in Relation to Reliability and Validity,” Applied Psychological Measurement, Vol. 18, No. 3, 205-215.
Chase, K., Reicks, M., and Jones, J. M., 2003, “Applying the Theory of Planned Behavior to Promotion of Whole-grain Foods by Dietitians,” Journal of the American Dietetic Association, Vol. 103, No. 12, 1639-1642.
Chen, M. F., 2011, “The Joint Moderating Effect of Health Consciousness and Healthy Lifestyle on Consumers’ Willingness to Use Functional Foods in Taiwan,” Appetite,
Vol. 57, No. 1, 253-262.
Chiputwa, B., Spielman, D. J., and Qaim, M., 2015, “Food Standards, Certification, and Poverty Among Coffee Farmers in Uganda,” World Development, Vol. 66, 400-412.
Connelly, S., Helton-Fauth, W., and Mumford, M. D., 2004, “A Managerial In-basket Study of the Impact of Trait Emotions on Ethical Choice,” Journal of Business Ethics, Vol. 51, No. 3, 245-267.
Conner, M. and Sparks, P., 2005, “Theory of Planned Behaviour and Health Behavior,”
Predicting Health Behaviour, Vol. 2, No. 1, 121-162.
Corral-Verdugo, V., Mireles-Acosta, J., Tapia-Fonllem, C., and Fraijo-Sing, B., 2011, “Happiness as Correlate of Sustainable Behavior: A Study of Pro-ecological, Frugal, Equitable and Altruistic Actions That Promote Subjective Wellbeing,” Human Ecology Review, Vol. 18, No. 2, 95-104.
Corral-Verdugo, V., 2012, “The Positive Psychology of Sustainability,” Environment, Development and Sustainability, Vol. 14, No. 5, 651-666.
Crespi, J. M. and Marette, S., 2001, “How Should Food Safety Certification be Financed?,” American Journal of Agricultural Economics, Vol. 83, No. 4, 852-861.
Cummins, R. A. and Gullone, E., 2000, “Why We Should Not Use 5-point Likert Scales: The Case for Subjective Quality of Life Measurement,” In Proceedings, Second International Conference on Quality of Life in Cities, Singapore.
de DS Carneiro, J., Minim, V. P., Deliza, R., Silva, C. H., Carneiro, J. C., and Leão, F. P., 2005, “Labelling Effects on Consumer Intention to Purchase for Soybean Oil,” Food Quality and Preference, Vol. 16, No. 3, 275-282.
Doherty, E. and Campbell, D., 2014, “Demand for Safety and Regional Certification of Food: Results from Great Britain and the Republic of Ireland,” British Food Journal, Vol. 116, No. 4, 676-689.
Fishbein, M. and Ajzen, I., 1980, Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research, 1st, Addison-Wesley.
Fishbein, M. and Ajzen, I., 1981, “Attitudes and Voting Behavior: An Application of the Theory of Reasoned Action” in Stephenson, G. M. and Davis, J. M. (eds.), Progress in Applied Social Psychology, First Edition, London: Wiley, Vol. 1, 253-313.
Fornell, C. and Larcker, D. F., 1981, “Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics,” Journal of Marketing Research, Vol. 18, No. 3, 382-388.
Frijda, N. H., 1986, The emotions, 1st, Cambridge: Cambridge University Press.
Geiger, S. M., Otto, S., and Schrader, U., 2018, “Mindfully Green and Healthy: An Indirect Path from Mindfulness to Ecological Behavior,” Frontiers in Psychology, Vol. 8, 2306.
Gratton, L., Povey, R., and Clark-Carter, D., 2007, “Promoting Children’s Fruit and Vegetable Consumption: Interventions Using the Theory of Planned Behaviour as a Framework,” British Journal of Health Psychology, Vol. 12, No. 4, 639-650.
Grappi, S., Romani, S., and Bagozzi, R. P., 2013, “Consumer Response to Corporate Irresponsible Behavior: Moral Emotions and Virtues,” Journal of Business Research,
Vol. 66, No, 10, 1814-1821.
Grewal, D. and Levy, M., 2007, “Retailing Research: Past, Present, and Future,” Journal of Retailing, Vol. 83, No. 4, 447-64.
Grewal, R., Cote, J. A., and Baumgartner, H., 2004, “Multicollinearity and Measurement Error in Structural Equation Models: Implications for Theory Testing,” Marketing Science, Vol. 23, No. 4, 519-529.
Grolleau, G. and Caswell, J. A., 2006, “Interaction Between Food Attributes in Markets: The Case of Environmental Labeling,” Journal of Agricultural and Resource Economics, 471-484.
Guilabert, M. and Wood, J. A., 2012, “USDA Certification of Food as Organic: An Investigation of Consumer Beliefs about the Health Benefits of Organic Food,” Journal of Food Products Marketing, Vol. 18, No. 5, 353-368.
Haberstroh, K., Orth, U. R., Hoffmann, S., and Brunk, B., 2017, “Consumer Response to Unethical Corporate Behavior: A Re-examination and Extension of the Moral Decoupling Model,” Journal of Business Ethics, Vol. 140, No. 1, 161-173.
Haidt, J., 2000, “The Positive Emotion of Elevation,” Prevention & Treatment, Vol. 3, No. 1, 1-5.
Haidt, J., 2003, “The Moral Emotions” in Davidson, R. J., Scherer, K. R., and Goldsmith, H. H. (eds.),” Handbook of Affective Sciences, First Edition, Oxford: Oxford University Press, 852-870.
Hair, J. F., Sarstedt, M., Ringle, C. M., and Mena, J. A., 2012, “An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research,” Journal of the Academy of Marketing Science, Vol. 40, No. 3, 414-433.
Hamilton, S. F. and Zilberman, D., 2006, “Green Markets, Eco-Certification, and Equilibrium Fraud,” Journal of Environmental Economics and Management, Vol. 52, No. 3, 627-644.
Harland, P., Staats, H., and Wilke, H. A. M., 2007, “Situational and Personality Factors as Direct or Personal Norm Mediated Predictors of Pro-environmental Behavior: Questions Derived from Norm-activation Theory,” Basic and Applied Social Psychology, Vol. 29, No. 4, 323-334.
Hayes, A. F., 2012, PROCESS: A Versatile Computational Tool for Observed Variable Mediation, Moderation, and Conditional Process Modeling, [White paper]. Retrieved from http://www.afhayes.com/ public/process2012.pdf
Hayes, A. F., 2017, Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach, 2nd, New York: Guilford.
Heyder, M. and Theuvsen, L., 2012, “Determinants and Effects of Corporate Social Responsibility in German Agribusiness: A PLS Model,” Agribusiness, Vol. 28, 400-420.
Hoek, J., Roling, N., and Holdsworth, D., 2013, “Ethical Claims and Labelling: An Analysis of Consumers’ Beliefs and Choice Behaviours,” Journal of Marketing Management, Vol. 29, No. 7-8, 772-792.
Howlett, E. A., Burton, S., Bates, K., and Huggins, K., 2009, “Coming to A Restaurant Near You? Potential Consumer Responses to Nutrition Information Disclosure on Menus,” Journal of Consumer Research, Vol. 36, No. 3, 494-503.
Huang, M. H., Liu, K. E., Hsu, J. L., and Lee, H. J., 2013, “Factors Affecting Consumers’ Trust Toward Food Safety Certification with Threat of Avian Influenza Outbreak in Taiwan: Evidence from Taipei Metropolitans,” Agriculture and Economics, Vol. 51, 1-25.
International Food Information Council, 2013, “2013 IFIC Functional Foods Consumer Survey,” https://ific.org/what-we-do/research/, accessed on October 20, 2019.
Irmak, C., Block, L. G., and Fitzsimons, G. J., 2005, “The Placebo Effect in Marketing: Sometimes: You Just Have to Want It to Work,” Journal of Marketing Research, Vol. 42, No. 3, 406-409.
Janssen, M. and Hamm, U., 2012, “Product Labelling in the Market for Organic Food: Consumer Preferences and Willingness-to-pay for Different Organic Certification Logos,” Food Quality and Preference, Vol. 25, No. 1, 9-22.
Janssen, M. and Hamm, U., 2014, “Governmental and Private Certification Labels for Organic Food: Consumer Attitudes and Preferences in Germany,” Food Policy, Vol. 49, 437-448.
Jones, M. A., Reynolds, K. E., and Arnold, M. J., 2006, “Hedonic and Utilitarian Shopping Value: Investigating Differential Effects on Retail Outcomes,” Journal of Business Research, Vol. 59, No. 9, 974-981.
Joshi, Y. and Rahman, Z., 2015, “Factors Affecting Green Purchase Behaviour and Future Research Directions,” International Strategic Management Review, Vol. 3, No. 1-2, 128-143.
Kahn, M. E., 2007, “Do Greens Drive Hummers or Hybrids? Environmental Ideology as A Determinant of Consumer Choice,” Journal of Environmental Economics and Management, Vol. 54, No. 2, 129-145.
Kareklas, I., Carlson, J. R., and Muehling, D. D., 2014, “I Eat Organic for My Benefit and Yours: Egoistic and Altruistic Considerations for Purchasing Organic Food and Their Implications for Advertising Strategists,” Journal of Advertising, Vol. 43, No. 1, 18-32.
Kehagia, O., Chrysochou, P., Chryssochoidis, G., Krystallis, A., and Linardakis, M., 2007, “European Consumers’ Perceptions, Definitions and Expectations of Traceability and the Importance of Labels, and the Differences in These Perceptions by Product Type,” Sociologia Ruralis, Vol. 47, No. 4, 400-416.
Kim, J. E., Cho, H. J., and Johnson, K. K., 2009, “Influence of Moral Affect, Judgment, and Intensity on Decision Making Concerning Counterfeit, Gray-market, and Imitation Products,” Clothing and Textiles Research Journal, Vol. 27, No. 3, 211-226.
Kirchhoff, S., 2000, “Green Business and Blue Angels,” Environmental and Resource Economics, Vol. 15, No. 4, 403-420.
Kothe, E. J., Mullan, B. A., and Butow, P., 2012, “Promoting Fruit and Vegetable Consumption: Testing and Intervention Based on the Theory of Planned Behavior,” Appetite, Vol. 58, No. 3, 997-1004.
Kozup, J. C., Creyer, E. H., and Burton, S., 2003, “Making Healthful Food Choices: The Influence of Health Claims and Nutrition Information on Consumers’ Evaluations of Packaged Food Products and Restaurant Menu Items,” Journal of Marketing, Vol. 67, No. 2, 19-34.
Klein, J. and Dawar, N., 2004, “Corporate Social Responsibility and Consumers’ Attributions and Brand Evaluations in A Product-Harm Crisis,” International Journal of Research in Marketing, Vol. 21, 203-217.
Larceneux, F., Benoit-Moreau, F., and Renaudin, V., 2012, “Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects,” Journal of Consumer Policy, Vol. 35, No. 1, 85-104.
Lee, H. C., Chang, C. T., Cheng, Z. H., and Chen, Y. T., 2018, “Will an Organic Label Always Increase Food Consumption? It Depends on Food Type and Consumer Differences in Health Locus of Control,” Food Quality and Preference, Vol. 63, 88-96.
Lim, W. M., Yong, J. L. S., and Suryadi, K., 2014, “Consumers’ Perceived Value and Willingness to Purchase Organic Food,” Journal of Global Marketing, Vol. 27, No. 5, 298-307.
Mazzacano D’Amato, P. and Falzon, J., 2015, “Why Do Some Consumers Prefer Organic Food? A Discourse Analytical Perspective,” Journal of Food Products Marketing, Vol. 21, No. 3, 255-273.
Michaelidou, N. and Hassan, L. M., 2008, “The Role of Health Consciousness, Food Safety Concern and Ethical Identity on Attitudes and Intentions Towards Organic Food,” International Journal of Consumer Studies, Vol. 32, No. 2, 163-170.
Moll, J., de Oliveira-Souza, R., and Eslinger, P. J., 2003, “Morals and the Human Brain: A Working Model,” NeuroReport, Vol. 14, 299-305.
Nelson, P., 1970, “Information and Consumer Behavior,” Journal of Political Economy, Vol. 78, No. 2, 311-329.
Nisbett, R. E. and Wilson, T. D., 1977, “The Halo Effect: Evidence for Unconscious Alteration of Judgments,” Journal of Personality and Social Psychology, Vol. 35, No. 4, 250-256.
Newman, C. L., Howlett, E., and Burton, S., 2014, “Shopper Response to Front-of-Package Nutrition Labeling Programs: Potential Consumer and Retail Store Benefits,” Journal of Retailing, Vol. 90, No. 1, 13-26.
Nisbet, E. K. L. and Gick, M. L., 2008, “Can Health Psychology Help the Planet? Applying Theory and Models of Health Behaviour to Environmental Actions,” Canadian Psychology, Vol. 49, No.4, 296-303.
Nolan-Clark, D. J., Neale, E. P., Probst, Y. C., Charlton, K. E., and Tapsell, L. C., 2011, “Consumers' Salient Beliefs Regarding Dairy Products in the Functional Food Era: A Qualitative Study Using Concepts from the Theory of Planned Behavior,” BMC Public Health, Vol. 11, No. 1, 843.
Nucci, L., 1997, “Moral Development and Character Formation” in Walberg, H. J. and Haertel, G. D. (eds.), First Edition, Psychology and Educational Practice, Berkeley, CA: McCutchan.
Onozaka, Y. and Mcfadden, D. T., 2011, “Does Local Labeling Complement or Compete with Other Sustainable Labels? A Conjoint Analysis of Direct and Joint Values for Fresh Produce Claim,” American Journal of Agricultural Economics, Vol. 93, 693-706.
Ortega, D. L., Hong, S. J., Wang, H. H., and Wu, L., 2016. “Emerging Markets for Imported Beef in China: Results from A Consumer Choice Experiment in Beijing,” Meat Science, Vol. 121, 317-323.
Page, C. and Herr, P. M., 2002, “An Investigation of the Processes by Which Product Design and Brand Strength Interact to Determine Initial Affect and Quality Judgments,” Journal of Consumer Psychology, Vol. 12, No. 2, 133-147.
Palmatier, R. W., Dant, R. P., Grewal, D., and Evans, K. R., 2006, “Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis,” Journal of Marketing, Vol. 70, No. 4, 136-153.
Pan, Y. and Zinkhan, G. M., 2006, “Determinants of Retail Patronage: A Meta-Analytical Perspective,” Journal of Retailing, Vol. 82, No. 3, 229-43.
Pearson, D., Henryks, J., and Jones, H., 2011, “Organic Food: What We Know (and Do Not Know) About Consumers,” Renewable Agriculture and Food Systems, Vol. 26, No. 2, 171-177.
Petty, R. E. and Cacioppo, J. T., 1986, “The Elaboration Likelihood Model of Persuasion” in Berkowitz, L. (eds.), Advances in Experimental Social Psychology, First Edition, New York: Academic Press, 123-205.
Roe, B. and Sheldon, I., 2007, “Credence Good Labeling: The Efficiency and Distributional Implications of Several Policy Approaches,” American Journal of Agricultural Economics, Vol. 89, No. 4, 1020-1033.
Romani, S., Grappi, S., and Bagozzi, R. P., 2013, “Explaining Consumer Reactions to Corporate Social Responsibility: The Role of Gratitude and Altruistic Values,” Journal of Business Ethics, Vol. 114, 193-206.
Rozin, P., 2005, “The Meaning of “Natural”: Process More Important than Content,” Psychological Science, Vol. 16, No. 8, 652-658.
Rozin, P., Spranca, M., Krieger, Z., Neuhaus, R., Surillo, D., Swerdlin, A., and Wood, K., 2004, “Preference for Natural: Instrumental and Ideational/Moral Motivations, and the Contrast Between Foods and Medicines,” Appetite, Vol. 43, No. 2, 147-154.
Salovey, P. and Williams-Piehota, P., 2004, “Field Experiments in Social Psychology: Message Framing and the Promotion of Health Protective Behaviors,” American Behavioral Scientist, Vol. 47, No. 5, 488-505.
Schäffer-Dudás, K., 2008, Multilevel Interpretation of Environmental Consciousness and Analysis of Environmental Conscious Behaviour, Ph. D. Dissertation, University of Pécs.
Schjøll, A. 2017, “Country-of-Origin Preferences for Organic Food,” Organic Agriculture, Vol. 7, 315-327.
Schnurr, B., Brunner-Sperdin, A., and Stokburger-Sauer, N. E., 2017, “The Effect of Context Attractiveness on Product Attractiveness and Product Quality: The Moderating Role of Product Familiarity,” Marketing Letters, Vol. 28, No. 2, 241-253.
Shweder, R. A., 1994, “You're Not Sick, You're Just in Love: Emotion as An Interpretive System” in Ekman, P. and Davidson, R. (eds.), The Nature of Emotion: Fundamental Questions, First Edition, NY: Oxford, 32-44.
Siegrist, M., Stampfli, N., and Kastenholz, H., 2008, “Consumers’ Willingness to Buy Functional Foods. The Influence of Carrier, Benefit and Trust,” Appetite, Vol. 51, No. 3, 526-529.
Song, H., Turson, R., Ganguly, A., and Yu, K., 2017, “Evaluating the Effects of Supply Chain Quality Management on Food Firms’ Performance: The Mediating Role of Food Certification and Reputation,” International Journal of Operations & Production Management, Vol. 37, No. 10, 1541-1562.
Soon, J. M. and Wallace., 2017, “Application of Theory of Planned Behaviour in Purchasing Intention and Consumption of Halal Food,” Nutrition & Food Science, Vol. 47, No. 5, 635-647.
Sparks, B. A., Perkins, H. E., and Buckley, R., 2013, “Online Travel Reviews as Persuasive Communication: The Effects of Content Type, Source, and Certification Logos on Consumer Behavior,” Tourism Management, Vol. 39, 1-9.
Steenhaut, S. and Van Kenhove, P., 2006, “The Mediating Role of Anticipated Guilt in Consumer’s Ethical Decision-Making,” Journal of Business Ethics, Vol. 69, 269-288.
Stewart-Williams, S. and Podd, J., 2004, “The Placebo Effect: Dissolving the Expectancy versus Conditioning Debate,” Psychological Bulletin, Vol. 130, No. 2, 324-340.
Szakály, Z., Szente, V., Kövér, G., Polereczki, Z., and Szigeti, O., 2012, “The Influence of Lifestyle on Health Behavior and Preference for Functional Foods,” Appetite, Vol. 58, No. 1, 406-413.
Thøgersen, J., 2002, “Promoting Green Consumer Behavior with Ecolabels” in Dietz, T. and Stern, P. (eds.), New Tools for Environmental Protection: Education, Information, and Voluntary Measures, First Edition, Washington, DC: National Academy Press, 83-104.
Thøgersen, J., Jørgensen, A. K., and Sandager, S., 2012, “Consumer Decision Making Regarding a “Green” Everyday Product,” Psychology and Marketing, Vol. 29, No. 4, 187-197.
Thøgersen, J., Pedersen, S., and Aschemann-Witzel, J., 2019, “The Impact of Organic Certification and Country of Origin on Consumer Food Choice in Developed and Emerging Economies,” Food Quality and Preference, Vol. 72, 10-30.
Thorndike, A. N., Sonnenberg, L., Riis, J., Barraclough, S., and Levy, D. E., 2012, “A 2-phase Labeling and Choice Architecture Intervention to Improve Healthy Food and Beverage Choices,” American Journal of Public Health, Vol. 102, No. 3, 527-533.
Torrico, D. D., Fuentes, S., Viejo, C. G., Ashman, H., and Dunshea, F. R., 2019, “Cross-Cultural Effects of Food Product Familiarity on Sensory Acceptability and Non-invasive Physiological Responses of Consumers,” Food Research International, Vol. 115, 439-450.
Tudoran, A., Olsen, S. O., and Dopico, D. C., 2009, “The Effect of Health Benefit Information on Consumers Health Value, Attitudes and Intentions,” Appetite, Vol. 52, No. 3, 568-579.
Vanclay, J. K., Shortiss, J., Aulsebrook, S., Gillespie, A. M., Howell, B. C., Johanni, R., Maher, M. J., Mitchell, K. M., Stwward, M. D., and Yates, J., 2011, “Customer Response to Carbon Labelling of Groceries,” Journal of Consumer Policy, Vol. 34, No. 1, 153-160.
Van Doorn, J. and Verhoef, P. C., 2011, “Willingness to Pay for Organic Products: Differences Between Virtue and Vice Foods,” International Journal of Research in Marketing, Vol. 28, No. 3, 167-180.
Vega-Zamora, M., Torres-Ruiz, F. J., Murgado-Armenteros, E. M., and Parras-Rosa, M., 2014, “Organic as a Heuristic Cue: What Spanish Consumers Mean by Organic Foods,” Psychology and Marketing, Vol. 31, No. 5, 349-359.
Vélez García, A. E. and Ostrosky‐Solís, F., 2006, “From Morality to Moral Emotions,” International Journal of Psychology, Vol. 41, No. 5, 348-354.
Verbeke, W. and Ward, R. W., 2006, “Consumer Interest in Information Cues Denoting Quality, Traceability and Origin: An Application of Ordered Probit Models to Beef Labels,” Food Quality and Preference, Vol. 17, 453-467.
Vermeir, I. and Verbeke, W., 2006, “Sustainable Food Consumption: Exploring the Consumer “Attitude–Behavioral Intention” Gap,” Journal of Agricultural and Environmental Ethics, Vol. 19, No. 2, 169-194.
Viswanathan, M. and Hastak, M., 2002, “The Role of Summary Information in Facilitating Consumers’ Comprehension of Nutrition Information,” Journal of Public Policy and Marketing, Vol. 21, No. 2, 305-318.
Wallston, K. A., 2005, “The Validity of the Multidimensional Health Locus of Control Scales,” Journal of Health Psychology, Vol. 10, No. 5, 623-631.
Xie, J., Gao, Z., Swisher, M., and Zhao, X. 2016, “Consumers’ Preferences for Fresh Broccolis: Interactive Effects Between Country of Origin and Organic Labels,” Agricultural Economics, Vol. 47, 181-191.
Zhao, X., Lynch, J. G., and Chen, Q., 2010, “Reconsidering Baron and Kenny: Myths and Truths About Mediation Analysis,” Journal of Consumer Research, Vol. 37, No. 2, 197-206.
Zizzo, D. J., 2010, “Experimenter Demand Effects in Economic Experiments,” Experimental Economics, Vol. 13, No. 1, 75-98.