Belonging and beliefs: how social influences drive the intention to purchase foods with health claims

Purpose This study examines how social influences (need to belong and fear of missing out) and the perceived credibility of health claims affect the intention to purchase foods with health claims. Design/methodology/approach Data were obtained from a web-based survey of 844 Spaniards aged 25 years and older, with sex and age quotas. Real product images with health claims contextualized the purchase intention questions, aiding respondents who often struggle to differentiate health from promotional claims. Findings Both personal and social dimensions of fear of missing out (FoMO) influence the desire to belong to a healthy group. The intention to purchase food with health claims is also positively associated with the desire to belong. The results reflect the importance of FoMO and the need to belong in enhancing consumers’ tendency to purchase products with health claims. The results also reflect the importance of purchase intention in making health claims perceived as credible. Originality/value This study integrates individual aspects (belief in the credibility of health claims) with social aspects (belonging and FoMO) to analyze the intention to purchase foods with health claims. Using authentic product images to aid consumer comprehension adds an innovative dimension, addressing a gap in consumer behavior research.