Mediating Role of Expectation in the Correlation between Food Safety, Product Knowledge and Purchase Intention on Complementary Foods for Infants and Young Children in China

Abstract

This paper aims to examine consumers’ intention to purchase complementary foods for infants and young children in China. It focusing on the mediating role of expectations in the relationship between food safety, product knowledge, and purchase intention. The research utilizes structural equation modeling to analyze the data, which was conducted through a survey of 607 respondents across 20 Chinese provinces, primarily recruited from WeChat social media groups. Findings reveal that food safety and product knowledge significantly impact consumer expectations, influencing purchase intentions for these foods. Furthermore, expectations mediate the relationship between food safety, product knowledge, and purchase intentions. Notably, the study also identifies no significant difference in purchase intentions between consumers who have previously purchased complementary foods for infants and young children and those who have not. This indicates a consistent pattern of purchase intentions across different consumer experiences. The research contributes to understanding the factors influencing consumer behavior in the market for infant and young child complementary foods in China, highlighting the crucial roles of food safety, product knowledge, and consumer expectations.