Influence of the FOSHU (Food for Specified Health Use) seal on consumer purchase intention: from a brand perspective

What is it about?

This study aims to examine the impact of the Food for Specified Health Uses (FOSHU) seal on consumer purchasing behavior, compare its effects with health claims, and assess the role of consumer perceptions of the FOSHU seal. The analysis reveals that while the FOSHU seal positively influences purchasing decisions, health claims have an even stronger effect. Our study is motivated by the need to understand the branding power of certification marks in the functional foods market. The novelty lies in extending brand research to include certification marks, offering insights into their potential to enhance consumer trust and purchasing intentions. Policy implications suggest that adopting similar certification marks in other regions could boost consumer confidence and functional food sales. We believe that our study makes a significant contribution to the literature because it highlights the branding potential of certification marks beyond corporate and product brands. Additionally, it provides evidence that specific health claims are more effective in influencing consumer behavior than general certification marks.

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