Health Consciousness, Sensory Appeal, and Perception of Front-of-Package Food Labels as Predictors of Purchase Intention for Unhealthy Foods in Peruvian University Students

Background: Health consciousness refers to an individual’s level of knowledge and concern regarding the impact of food on personal health; sensory appeal to the influence of attributes such as taste, aroma, appearance, and texture on food preference; and perception of front-of-package (FOP) labels refers to how the presentation of nutritional information on the package affects product choice. Given the increasing concerns about unhealthy food consumption among university students and the role of FOP labels in guiding food choices, it is essential to understand how these factors influence purchase intentions. Objective: This study was to examine the relationship between health consciousness, sensory appeal, and perception of FOP labels with purchase intentions for unhealthy foods in university students. Methods: A cross-sectional predictive study involved 361 students from public and private universities using a non-probability purpose-sampling approach. Data were collected through a previously validated questionnaire and analyzed using multiple linear regression. Results: The results revealed a significant positive association between sensory appeal and purchase intentions for unhealthy foods (β = 0.339; p < 0.001). In contrast, health consciousness (β = −0.296; p < 0.001) and perception of FOP labels (β = −0.237; p < 0.001) were inversely related to purchase intentions. Conclusion: These findings suggest that promoting health consciousness, improving perceptions of FOP labels, and addressing sensory appeal could effectively encourage healthier eating habits and prevent diet-related diseases among university students.