Factors influencing healthy product consumer behavior: an integrated model of purchase intention

Abstract

Understanding consumer behavior toward healthy food consumption is essential for promoting sustainable and health-conscious dietary choices. Previous studies based on the Theory of Planned behavior (TPB) have highlighted the role of attitude, subjective norms, and perceived behavioral control in shaping purchase intentions. However, the extent to which additional factors, such as price sensitivity, willingness to pay, and health consciousness, influence these decisions remains unclear, particularly in emerging markets. Therefore, this study aims to develop a predictive model to assess the intention to consume healthier products. It is based on the variables of attitude and perceived purchasing control from the Theory of Planned behavior while also incorporating key factors related to sustainability, health, and nutrition. This research addresses the growing need to understand consumer behavior in the context of healthy and sustainable food choices