Emotional response to healthier foods: Influence of culture and health consciousness

Sugar, salt, and fat content in processed products are important concerns for consumers. Hence, alternative "healthy" versions of conventional foods such as chocolate, potato chips, and yogurt are offered. This work aimed to define the emotional response of consumers from different cultural backgrounds (Spain vs. Brazil) evoked by healthier versions of conventional products and the relationship between hedonic responses and health consciousness. A total of 186 Brazilian and 152 Spanish consumers participated in this online cross- cultural study. Participants answered a Health Consciousness Questionnaire and an emotional check-all-that-applies questionnaire using picture stimuli of conventional chocolate, potato chips, and yogurt and their healthier versions with less sugar, salt, and fat content, respectively. The Brazilians' emotional responses were more diverse for all stimuli compared to the Spaniards'. However, participants from both cultures rated an average of "slightly agree" on the health consciousness scale; a higher level of consumption, liking, and willingness to buy; and a higher frequency of positive emotional terms for the stimuli of conventional products compared to their healthier versions. A higher frequency of evocation of "active" is strongly associated with higher levels of health consciousness. Strategic actions by the food industry and government must consider cultural, emotional, and health-conscious factors to encourage the consumption of healthier foods.