Healthy Lifestyle Motivators of Willingness to Consume Healthy Food Brands: An Integrative Model
This study evaluated how healthy lifestyle motivators (MHLs) influence the Peruvian market’s willingness to consume healthy food (WCHBF). The main objective was to analyze the relationship of variables, such as attitude (ATT), perceived behavioral control (PBC), self-identity (SI), and moral norms (...
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| Format: | Article |
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MDPI AG
2025-01-01
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| Series: | Foods |
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| Online Access: | https://www.mdpi.com/2304-8158/14/1/125 |
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| author | Elizabeth Emperatriz García-Salirrosas Manuel Escobar-Farfán Jorge Alberto Esponda-Perez Miluska Villar-Guevara Rafael Fernando Rondon-Eusebio Ghenkis Ezcurra-Zavaleta Elena Matilde Urraca-Vergara Mauricio Guerra-Velásquez |
| author_facet | Elizabeth Emperatriz García-Salirrosas Manuel Escobar-Farfán Jorge Alberto Esponda-Perez Miluska Villar-Guevara Rafael Fernando Rondon-Eusebio Ghenkis Ezcurra-Zavaleta Elena Matilde Urraca-Vergara Mauricio Guerra-Velásquez |
| author_sort | Elizabeth Emperatriz García-Salirrosas |
| collection | DOAJ |
| description | This study evaluated how healthy lifestyle motivators (MHLs) influence the Peruvian market’s willingness to consume healthy food (WCHBF). The main objective was to analyze the relationship of variables, such as attitude (ATT), perceived behavioral control (PBC), self-identity (SI), and moral norms (MN) with the WCHBF. This study adopted a quantitative, non-experimental, and cross-sectional approach, using a self-administered questionnaire for data collection. A total of 585 individuals participated. The participants were consumers of the Unión brand, which specializes in healthy food. A 5-point Likert scale was used to evaluate the key variables. For the analysis, IBM SPSS Statistics 25 programs were used to examine the demographic data and SmartPLS 4.1.0.9 was used to assess the conceptual model using partial least squares (PLS-SEM). The results showed that healthy lifestyle motivators positively influence the willingness to consume healthy food and ATT, PBC, SI, and MN variables. In turn, these variables significantly impact the willingness to purchase healthy food. The findings suggest that marketing campaigns should highlight these motivators to encourage the consumption of healthy food. The implications of this study reinforce the importance of understanding psychological factors in consumer decision-making. |
| format | Article |
| id | doaj-art-72c904aa359d469f820e128722d649cc |
| institution | Kabale University |
| issn | 2304-8158 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Foods |
| spelling | doaj-art-72c904aa359d469f820e128722d649cc2025-01-10T13:17:52ZengMDPI AGFoods2304-81582025-01-0114112510.3390/foods14010125Healthy Lifestyle Motivators of Willingness to Consume Healthy Food Brands: An Integrative ModelElizabeth Emperatriz García-Salirrosas0Manuel Escobar-Farfán1Jorge Alberto Esponda-Perez2Miluska Villar-Guevara3Rafael Fernando Rondon-Eusebio4Ghenkis Ezcurra-Zavaleta5Elena Matilde Urraca-Vergara6Mauricio Guerra-Velásquez7Grupo de Investigación e Innovación para el Emprendimiento y Sostenibilidad, Universidad Nacional Tecnológica de Lima Sur, Lima 15816, PeruDepartment of Administration, Faculty of Administration and Economics, University of Santiago of Chile (USACH), Santiago 9170020, ChileFaculty of Nutrition and Food Sciences, Universidad de Ciencias y Artes de Chiapas, Tuxtla Gutiérrez 29000, MexicoEscuela Profesional de Administración, Facultad de Ciencias Empresariales, Universidad Peruana Unión, Juliaca 21100, PeruDepartment of Humanities, Universidad Privada del Norte, Lima 15314, PeruFacultad de Ciencias Económicas, Escuela de Administración, Universidad Nacional de Tumbes, Tumbes 24001, PeruPrograma de Estudios de Ingeniería Industrial, Facultad de Ingeniería, Universidad Privada Antenor Orrego, La Libertad 13000, PeruDepartment of Administration, Faculty of Administration and Economics, University of Santiago of Chile (USACH), Santiago 9170020, ChileThis study evaluated how healthy lifestyle motivators (MHLs) influence the Peruvian market’s willingness to consume healthy food (WCHBF). The main objective was to analyze the relationship of variables, such as attitude (ATT), perceived behavioral control (PBC), self-identity (SI), and moral norms (MN) with the WCHBF. This study adopted a quantitative, non-experimental, and cross-sectional approach, using a self-administered questionnaire for data collection. A total of 585 individuals participated. The participants were consumers of the Unión brand, which specializes in healthy food. A 5-point Likert scale was used to evaluate the key variables. For the analysis, IBM SPSS Statistics 25 programs were used to examine the demographic data and SmartPLS 4.1.0.9 was used to assess the conceptual model using partial least squares (PLS-SEM). The results showed that healthy lifestyle motivators positively influence the willingness to consume healthy food and ATT, PBC, SI, and MN variables. In turn, these variables significantly impact the willingness to purchase healthy food. The findings suggest that marketing campaigns should highlight these motivators to encourage the consumption of healthy food. The implications of this study reinforce the importance of understanding psychological factors in consumer decision-making.https://www.mdpi.com/2304-8158/14/1/125healthy lifestyle motivatorshealthy food consumptionself-identityattitudesmoral normsconsumer behavior |
| spellingShingle | Elizabeth Emperatriz García-Salirrosas Manuel Escobar-Farfán Jorge Alberto Esponda-Perez Miluska Villar-Guevara Rafael Fernando Rondon-Eusebio Ghenkis Ezcurra-Zavaleta Elena Matilde Urraca-Vergara Mauricio Guerra-Velásquez Healthy Lifestyle Motivators of Willingness to Consume Healthy Food Brands: An Integrative Model Foods healthy lifestyle motivators healthy food consumption self-identity attitudes moral norms consumer behavior |
| title | Healthy Lifestyle Motivators of Willingness to Consume Healthy Food Brands: An Integrative Model |
| title_full | Healthy Lifestyle Motivators of Willingness to Consume Healthy Food Brands: An Integrative Model |
| title_fullStr | Healthy Lifestyle Motivators of Willingness to Consume Healthy Food Brands: An Integrative Model |
| title_full_unstemmed | Healthy Lifestyle Motivators of Willingness to Consume Healthy Food Brands: An Integrative Model |
| title_short | Healthy Lifestyle Motivators of Willingness to Consume Healthy Food Brands: An Integrative Model |
| title_sort | healthy lifestyle motivators of willingness to consume healthy food brands an integrative model |
| topic | healthy lifestyle motivators healthy food consumption self-identity attitudes moral norms consumer behavior |
| url | https://www.mdpi.com/2304-8158/14/1/125 |
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