... mediating role, partly explaining why perceived benefits lead to a higher consumption intention. Interestingly, we discovered that higher health literacy (appraisal and reading skills) negatively moderated these effects. Practical implications The findings provide actionable insights for marketers...

...Yi-Hua Chang; Tzu-Chi Chao; Li-Ling Liao; Jung-Yu Liao Purpose Attitudes and trust in government play a critical role in ensuring compliance with health and food safety policies. While health literacy is known to affect healthy food consumption, it may also shape people’s attitudes and trust...