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The Influence of Healthy Lifestyle on Willingness to Consume Healthy Food Brands: A Perceived Value Perspective
Author(s)
García-Salirrosas, Elizabeth Emperatriz
Universidad Nacional Tecnológica de Lima Sur
Esponda-Perez, Jorge Alberto
Universidad de Ciencias y Artes de Chiapas
Haro-Zea, Karla Liliana
Universidad Autónoma de Baja California
Moreno-Barrera, Luiggi Agustin
Universidad Autónoma del Perú
Ezcurra-Zavaleta, Ghenkis Amilcar
Universidad Nacional de Tumbes
Rivera-Echegaray, Luis Alberto
Universidad Tecnológica del Perú
Escobar‐Farfán, Manuel
Universidad de Santiago de Chile
Date Issued
12 de enero de 2025
Type
Article
Volume
14
Issue
2
Series/Report No.
Foods
Start Page
213
End Page
213
ISSN
2304-8158
Abstract
This paper aims to build a predictive model that assesses how a healthy lifestyle affects different dimensions of perceived value (quality, social value, emotional value, and economic value) and how these dimensions impact the willingness to purchase healthy brands. A quantitative, non-experimental, and cross-sectional study was conducted with a sample of 515 participants. A self-administered questionnaire was used, and the data were analyzed using the PLS-SEM method. The findings indicate that a healthy lifestyle positively influences the perception of quality and the social, emotional, and economic value of healthy brands. However, only perceived quality, social value, and emotional value significantly impacted the willingness to purchase, while economic value did not show a relevant effect. It is concluded that a healthy lifestyle is a determining factor in the perception of the value of healthy foods, which reinforces the purchase intention, except for economic value. These findings suggest that companies should prioritize strategies that reinforce the quality and emotional and social connections of their products to encourage the consumption of healthy brands. This study contributes theoretically to the perceived value model in emerging markets and provides practical implications for designing more effective marketing strategies in the Peruvian context.