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

Purpose This study examines the Food for Specified Health Uses (FOSHU) system in Japan, which features a unique certification logo (FOSHU seal) not present in other functional food systems and whose influence on consumer purchase intention remains unclear. Specifically, it aims to (1) examine the FOSHU seal’s influence on consumer purchase intention, (2) compare the effects of the FOSHU seal and health claims and (3) assess the impact of consumers’ perception of FOSHU, their FOSHU purchasing experience, and the perception of their gastrointestinal condition. Design/methodology/approach Data were collected from Japanese respondents through a questionnaire survey using conjoint measurements. Ordered multinomial logistic regression analysis was employed, with FOSHU seal, health claims, sugar-free and extra quantity labels as independent variables and ordered purchase intention as the dependent variable. Findings The results indicated that the FOSHU seal on functional food products positively influences consumer purchase intention, with health claims exerting a greater influence than the FOSHU seal. Additionally, purchase intention is positively affected when consumers perceive the FOSHU seal as a mark of authenticity. Originality/value This study is novel in two respects. First, it extends brand research, which has traditionally focussed on corporate and product brands, to certification marks, demonstrating their effect on purchase intention. Second, creating similar logos for functional foods beyond those for specified health uses in Japan or in similar systems in other countries could improve purchase intentions.