Table 2 Scales and items Scale Items...

Table 2

Scales and items

Scale	Items	Reference	α NB^a	α PL^b
Perceived health	- They are part of a healthy diet	Kozup et al. (2003)	0.891	0.886
	- They are good for my health
	- They have a good nutritional profile
Taste	- They taste better than others	Peryam and Pilgrim (1957)	0.873	0.881
	- They are good
	- They have a taste that satisfies me
Naming	- The brand name used for health-oriented products is one of the reasons for their market success	Zhang and Schmitt (2001)	0.890	0.886
	- I am satisfied with the name used for health-oriented products
	- I believe the chosen name for the products can be well-received by consumers
	- The chosen brand name conveys a sense of health
Health adv	- Its advertisements focus on communicating a commitment to health and a healthy diet	Jin and Lutz (2013)	–	–
Health information	- They provide complete information (through claims/slogans and labels)	Mason et al. (2001)	0.880	0.868
	- They provide useful information (through claims/slogans and labels) for making a choice
	- They provide relevant information (through claims/slogans and labels) for making a choice
Perceived health risk of the category	- (product category) … could have negative consequences on my health	González Mieres et al. (2006)	0.820
Perceived health risk of the category	- (product category) … could be risky because the quality is not optimal		0.820
Diet (health commitment)	- I try to reduce my salt intake	Moorman and Matulich (1993)	0.844
	- I pay attention to the amount of fat I consume
	- I follow a balanced diet
	- I regularly eat fruits and vegetables
	- I try to moderate my red meat intake
	- I try to avoid eating snacks and sweets
Brand trust	- I trust the brand	Herbst et al. (2012)	0.865	0.854
	- The brand is honest
	- The brand is reliable
Product familiarity	- I know the products	Freling et al. (2011)	0.943
	- I am familiar with the products
	- I have enough information to evaluate the products

Scale	Items	Reference	α NB^a	α PL^b
Perceived health	- They are part of a healthy diet	Kozup et al. (2003)	0.891	0.886
	- They are good for my health
	- They have a good nutritional profile
Taste	- They taste better than others	Peryam and Pilgrim (1957)	0.873	0.881
	- They are good
	- They have a taste that satisfies me
Naming	- The brand name used for health-oriented products is one of the reasons for their market success	Zhang and Schmitt (2001)	0.890	0.886
	- I am satisfied with the name used for health-oriented products
	- I believe the chosen name for the products can be well-received by consumers
	- The chosen brand name conveys a sense of health
Health adv	- Its advertisements focus on communicating a commitment to health and a healthy diet	Jin and Lutz (2013)	–	–
Health information	- They provide complete information (through claims/slogans and labels)	Mason et al. (2001)	0.880	0.868
	- They provide useful information (through claims/slogans and labels) for making a choice
	- They provide relevant information (through claims/slogans and labels) for making a choice
Perceived health risk of the category	- (product category) … could have negative consequences on my health	González Mieres et al. (2006)	0.820
Perceived health risk of the category	- (product category) … could be risky because the quality is not optimal		0.820
Diet (health commitment)	- I try to reduce my salt intake	Moorman and Matulich (1993)	0.844
	- I pay attention to the amount of fat I consume
	- I follow a balanced diet
	- I regularly eat fruits and vegetables
	- I try to moderate my red meat intake
	- I try to avoid eating snacks and sweets
Brand trust	- I trust the brand	Herbst et al. (2012)	0.865	0.854
	- The brand is honest
	- The brand is reliable
Product familiarity	- I know the products	Freling et al. (2011)	0.943
	- I am familiar with the products
	- I have enough information to evaluate the products

Note(s):

Cronbach's Alpha of the scales for the national brands' perceptions

Cronbach's Alpha of the scales for the private labels' perceptions

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