The Influence of Healthy Lifestyle on Willingness to Consume Healthy Food Brands: A Perceived Value Perspective
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,...
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| Format: | Article |
| Language: | English |
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MDPI AG
2025-01-01
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| Series: | Foods |
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| Online Access: | https://www.mdpi.com/2304-8158/14/2/213 |
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| author | Elizabeth Emperatriz García-Salirrosas Jorge Alberto Esponda-Perez Dany Yudet Millones-Liza Karla Liliana Haro-Zea Luiggi Agustin Moreno-Barrera Ghenkis Amilcar Ezcurra-Zavaleta Luis Alberto Rivera-Echegaray Manuel Escobar-Farfan |
| author_facet | Elizabeth Emperatriz García-Salirrosas Jorge Alberto Esponda-Perez Dany Yudet Millones-Liza Karla Liliana Haro-Zea Luiggi Agustin Moreno-Barrera Ghenkis Amilcar Ezcurra-Zavaleta Luis Alberto Rivera-Echegaray Manuel Escobar-Farfan |
| author_sort | Elizabeth Emperatriz García-Salirrosas |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-764d709ec6424f82bec8a02c03275857 |
| institution | Kabale University |
| issn | 2304-8158 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Foods |
| spelling | doaj-art-764d709ec6424f82bec8a02c032758572025-01-24T13:32:53ZengMDPI AGFoods2304-81582025-01-0114221310.3390/foods14020213The Influence of Healthy Lifestyle on Willingness to Consume Healthy Food Brands: A Perceived Value PerspectiveElizabeth Emperatriz García-Salirrosas0Jorge Alberto Esponda-Perez1Dany Yudet Millones-Liza2Karla Liliana Haro-Zea3Luiggi Agustin Moreno-Barrera4Ghenkis Amilcar Ezcurra-Zavaleta5Luis Alberto Rivera-Echegaray6Manuel Escobar-Farfan7Research and Innovation Group for Entrepreneurship and Sustainability, Universidad Nacional Tecnológica de Lima Sur, Lima 15816, PeruFaculty of Nutrition and Food Sciences, Universidad de Ciencias y Artes de Chiapas, Tuxtla Gutiérrez 29000, MexicoUnidad de Ciencias Empresariales, Escuela de Posgrado, Universidad Peruana Unión, Lima 15102, PeruFacultad de Ingeniería, Ciencias Administrativas y Sociales, Universidad Autónoma de Baja California, Sede Tecate, Mexicali 21100, MexicoFaculty of Management Sciences and Communications, Universidad Autónoma del Peru, Lima 15842, PeruFacultad de Ciencias Económicas, Escuela de Administración, Universidad Nacional de Tumbes, Tumbes 24001, PeruUniversidad Tecnológica Peru, Lima 15046, PeruDepartment of Administration, Faculty of Administration and Economics, Universidad de Santiago de Chile, Santiago 9170020, ChileThis 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.https://www.mdpi.com/2304-8158/14/2/213healthy lifestylehealthy foodsperceived valuepurchase intentionhealthy brand marketingPeruvian consumers |
| spellingShingle | Elizabeth Emperatriz García-Salirrosas Jorge Alberto Esponda-Perez Dany Yudet Millones-Liza Karla Liliana Haro-Zea Luiggi Agustin Moreno-Barrera Ghenkis Amilcar Ezcurra-Zavaleta Luis Alberto Rivera-Echegaray Manuel Escobar-Farfan The Influence of Healthy Lifestyle on Willingness to Consume Healthy Food Brands: A Perceived Value Perspective Foods healthy lifestyle healthy foods perceived value purchase intention healthy brand marketing Peruvian consumers |
| title | The Influence of Healthy Lifestyle on Willingness to Consume Healthy Food Brands: A Perceived Value Perspective |
| title_full | The Influence of Healthy Lifestyle on Willingness to Consume Healthy Food Brands: A Perceived Value Perspective |
| title_fullStr | The Influence of Healthy Lifestyle on Willingness to Consume Healthy Food Brands: A Perceived Value Perspective |
| title_full_unstemmed | The Influence of Healthy Lifestyle on Willingness to Consume Healthy Food Brands: A Perceived Value Perspective |
| title_short | The Influence of Healthy Lifestyle on Willingness to Consume Healthy Food Brands: A Perceived Value Perspective |
| title_sort | influence of healthy lifestyle on willingness to consume healthy food brands a perceived value perspective |
| topic | healthy lifestyle healthy foods perceived value purchase intention healthy brand marketing Peruvian consumers |
| url | https://www.mdpi.com/2304-8158/14/2/213 |
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