ArticleFrontiers in public health2025
Factors influencing healthy product consumer behavior: an integrated model of purchase intention.
Article in Frontiers in public health, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 11 papers.
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Who cites it
11 citing papers in PubMed.
- Consumer Behavior Toward Andean Grains Among Young Peruvian Adults: Purchase Patterns, Motivations, and Barriers Across Cultural Contexts.Foods (Basel, Switzerland) · 2026Article
- Personal, Normative, and Access-Related Correlates of Fruit and Vegetable Purchase Intention in Peruvian Adults.Nutrients · 2026Article
- Integrating the Health Belief Model and the Theory of Planned Behavior to Decode Willingness to Pay for Cancer Screening: Evidence From Community-Based Cross-Sectional Surveys in China.Cancer medicine · 2026Article
- Article
- Consumer Choices in the Functional Food Market: A Review of Determinants of Purchasing Behavior.Foods (Basel, Switzerland) · 2026Review
- The role of habit strength in the theory of planned behavior for fruit and vegetable intake among women in Saudi Arabia.Scientific reports · 2026Article
- Understanding purchase intention toward upcycled foods through a consumer education lens: an extended theory of planned behavior approach.Frontiers in nutrition · 2026Article
- Factors That Influence the Purchase Intention of Andean Grains in University Students in the Peruvian Market.Foods (Basel, Switzerland) · 2025Article
- Digital Markets, Local Products: Psychological Drivers of Buying Nomadic Local Foods Online.Foods (Basel, Switzerland) · 2025Article
- Motives Behind Dairy Product Purchasing Decisions Among Polish Doctors: An Age-Based Analysis.Foods (Basel, Switzerland) · 2025Article
- Family environment and frequency of vegetable consumption among children aged 6 to 12 years.Frontiers in nutrition · 2025Article
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Authors and funding
8 authors.
Funding
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Abstract
Introduction: 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. Methods: A cross-sectional online survey was conducted, collecting data from 703 Mexican consumers. The dataset was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the relationships among the studied variables and their effects on purchase intention and consumer behavior. Results: The analysis revealed that willingness to pay was the strongest predictor of healthy purchase intention (β = 0.347, Conclusion: The findings highlight the pivotal role of price and willingness to pay as key determinants of healthy food purchase intention, underscoring their strategic relevance in influencing consumer behavior. Although perceived purchase control and attitude also contribute positively-albeit to a lesser extent-health consciousness demonstrates limited influence, suggesting that awareness alone may not be sufficient to drive healthier purchasing decisions. These insights offer practical implications for policymakers, health advocates, and marketers seeking to foster healthier consumption habits.
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