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, 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 impact of perceived value on brand image and loyalty: a study of healthy food brands in emerging markets.

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.