...' knowledge about healthy foods between these factors and their label consultation. Design/methodology/approach The authors conducted a survey among 223 purposively selected South African working female consumers via social media. Subjective and objective knowledge about healthy foods, the importance...

...Francisco José Torres-Ruiz; Elisa Garrido-Castro; María Gutiérrez-Salcedo Purpose Consumer knowledge has been one of the most studied variables in marketing due to its strong influence on consumer behaviour. Knowledge level has traditionally been measured through objective knowledge and the number...

.... Findings The results support that consumer involvement with the product is related to objective knowledge about the product and its demand. Moreover, involvement can be modified through objective knowledge or information. Specifically, consumer involvement can be increased by the choice and communication...

...‐demographic variables are used to check representativeness. Findings In the sample, the level of objective knowledge regarding organic vegetables is high. Attitudes towards the consumption of organic vegetables are generally positive. The strongest motivations for consuming organic vegetables...