Our study assesses the influence of Emotional Intelligence of purchase decision of food with nutritional claims. We used the Consumer Emotional Intelligence Scale (ceis) to evaluate emotional abilities and we included a latent class model to assess its influenced on the purchase decision of potato chips. We found that in part of the sample purchase decision regarding food was influenced by their emotional intelligence ability. Our study expands on the relationship of EI and the food choices of consumers and shows how this relationship is heterogeneous across consumers.
Keywords: Emotional ability, purchase behavior, healthier food, cluster analysis, real choice experiment
Jel Code: C38, D12, I12, I18