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Healthy Lifestyle Motivators of Willingness to Consume Healthy Food Brands: An Integrative Model
Author(s)
García-Salirrosas, Elizabeth Emperatriz
Universidad Nacional Tecnológica de Lima Sur
Escobar‐Farfán, Manuel
Universidad de Santiago de Chile
Esponda-Perez, Jorge Alberto
Universidad de Ciencias y Artes de Chiapas
Rondon-Eusebio, Rafael Fernando
Private University of the North
Ezcurra-Zavaleta, Ghenkis
Universidad Nacional de Tumbes
Urraca-Vergara, Elena Matilde
Antenor Orrego Private University
Guerra-Velásquez, Mauricio
Universidad de Santiago de Chile
Date Issued
4 de enero de 2025
Type
Article
Volume
14
Issue
1
Series/Report No.
Foods
Start Page
125
End Page
125
ISSN
2304-8158
Abstract
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.