Documentos de conferencias en Ciencias Económicas · 2026
When health meets hedonics : modelling consumer acceptance of cocoa for sexual well-being
Cocoa is strongly associated with pleasure, indulgence and hedonic enjoyment. Evidence on cocoa flavanols opens opportunities for functional positioning linked to vascular and mental health. Positioning cocoa for sexual well-being is sensitive: acceptance depends on sensory expectation, perceived value, and emotions such as embarrassment. This exploratory study develops and tests a structural model of how craving, sensory expectation, expected functional benefits, health and novelty consciousness, attitude toward advertising, and embarrassment jointly shape willingness to pay a premium and future purchase intention, aligned with SDG 3 (Good Health and Well-Being).