Examining the consumer behaviour of ultra-processed food products: evidence from the Spanish market

Purpose: Ultra-processed food products are omnipresent in our homes and in grocery stores, and everybody consumes these food products once in a while. In this context, the present study aims to analyse what factors influence the consumption behaviour of ultra-processed food products and, more precisely, what factors drive consumer satisfaction and purchase intention of these food products in one specific market – Spain-. Design/methodology/approach: A model of consumer behaviour of ultra-processed food products is proposed and analysed through structural equation modelling on a sample of 608 consumers. Findings: Findings indicate that the effortlessness of ultra-processed food products, as well as their affordability, are the factors that exert the higher influence on consumer satisfaction and purchase intention of ultra-processed food products. On the other hand, the product quality and the ability to save time show a negative influence on both consumer satisfaction and intention to purchase. Contrary to the initial expectations, product convenience and the hedonistic nature of ultra-processed food products do not influence consumer behaviour. Practical implications: Food policymakers and public health interventions may consider possible actions to reduce the consumption of ultra-processed food products, the reduction of their affordability through taxation or the compulsory inclusion of nutritional warnings in the front of the package to confront marketing actions developed by food companies. Originality/value: This study examines the factors that drive the purchase and consumption of ultra-processed food products in one European mature market: Spain.