Introduction: Food brands that promote a healthy lifestyle are gaining more followers. Healthy food consumers are a conscious and demanding segment that values the quality and benefits they receive from a product and the ethical, environmental, and social impact of their purchasing decisions. The objective of the research is to evaluate the influence of perceived value components on health food brand image and brand loyalty in an emerging market.
View Article and Find Full Text PDFEating low amounts of healthy foods leads to high rates of diet-related diseases. How can we control and reduce the increase in these diseases? One of the recommendations is to improve nutritional competence, which means greater health consciousness. The objective of the present study is to determine the influence of health consciousness on the dimensions of perceived value and their impact on the willingness to consume foods from a healthy brand.
View Article and Find Full Text PDFMaintaining good dietary practices is a factor that allows a better quality of life; therefore, it is necessary to promote health via the fundamental tool of nutritional literacy. In this context, this study aims to evaluate nutritional literacy in Peru through the S-NutLit tool, which is composed of two dimensions. The scale, composed of 11 items, was applied to 396 Peruvian adults.
View Article and Find Full Text PDFBackground: Building a path aimed at the wellbeing of workers in the education sector is the fundamental basis to encourage quality education. To fill the gap in knowledge and address this aspect by understanding the behavior of the study population, it was proposed as with the objective of determining if servant leadership, brand love and work ethic predict the general health in workers.
Methods: A non-probability sampling was applied for convenience.
Introduction: The willingness to consume healthy foods has highlighted the growing importance of health, even more so when it comes to food choice, and predicting the willingness to consume foods of a healthy brand represents an action that leads to the practice of conscious eating habits, but what is behind this willingness? To answer this question and based on previous studies such as the theory of planned behavior and nutritional literacy, this study aimed to build a predictive model through an empirical study to examine the influence of nutritional literacy (NL) on attitude (ATT), subjective norm (SN) and perceived behavioral control (PBC), as well as to determine the influence of the three variables of the theory of planned behavior (TPB) on the willingness to consume healthy brand foods (WCHBF) in the Peruvian market.
Methods: The research focused on the population that stated that they were consumers of the Unión brand (a brand whose value proposition is the sale of healthy foods), obtaining 482 consumers. The study was conducted under a quantitative, non-experimental, cross-sectional design approach.