Determinants of intention to reduce salt intake and willingness to purchase salt-reduced food products: Evidence from a web survey

Abstract To study consumers’ intention to reduce their dietary salt intake and willingness to purchase salt-reduced food products, as well as the determinants of these, this research relies on data collected through a web survey of 1030 participants in Denmark. The majority of respondents (66.8%) express no intentions to change their dietary salt intake, but 12.6% indicate such intentions, and 20.6% claim to have already implemented a change. Willingness to purchase salt-reduced food products is high but varies across product categories, ranging from 52% for olives to 72% for meat spreads. Personal and social norms reveal the strongest influences on intention to change dietary habits, whereas personal norms, knowledge, and awareness of health consequences exert the strongest influences on willingness to purchase salt-reduced food products. These results suggest that most consumers are willing to purchase salt-reduced food products, even without having a salt reduction goal. These results are relevant for stakeholders and policy makers, as evidence of how consumers respond to salt-reduced food products and their intention to lower their dietary salt intake.