Predicting willingness to consume healthy brand foods using the theory of planned behavior: the role of nutritional literacy
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...
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| Lenguaje: | inglés |
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2024
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| _version_ | 1881508846568996864 |
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| author | Chilón-Troncos, Rony Francisco García-Salirrosas, Elizabeth Emperatriz Escobar‐Farfán, Manuel Millones Liza, Dany Yudet Villar Guevara, Miluska Maria del Carmen |
| author_browse | Chilón-Troncos, Rony Francisco Escobar‐Farfán, Manuel García-Salirrosas, Elizabeth Emperatriz Millones Liza, Dany Yudet Villar Guevara, Miluska Maria del Carmen |
| author_facet | Chilón-Troncos, Rony Francisco García-Salirrosas, Elizabeth Emperatriz Escobar‐Farfán, Manuel Millones Liza, Dany Yudet Villar Guevara, Miluska Maria del Carmen |
| author_sort | Chilón-Troncos, Rony Francisco |
| collection | Producción científica |
| description | 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. Results: The results support the existence of a positive and significant effect of NL on ATT, SN, and PBC, finding the exact behavior of SN and PBC in WCHBF; however, in the proposed model, it is observed that ATT has no impact on WCHBF. Conclusion: Applying strategies that lead to a change in consumer behavior towards healthy brands is a matter of time and will. In this context, the findings indicate that nutritional literacy plays an essential role in the willingness to consume healthy foods, which sheds more light on the design of educational interventions and awareness campaigns that independently inform about nutritional benefits and empower consumers, allowing them to make informed and healthy choices. |
| format | Article |
| id | oai:cris.upeu.edu.pe:20.500.15037/1232 |
| institution | UPeU |
| language | English |
| publishDate | 2024 |
| publishDateRange | 2024 |
| publishDateSort | 2024 |
| record_format | dspace |
| spelling | oai:cris.upeu.edu.pe:20.500.15037/12322026-10-30T16:15:24ZPredicting willingness to consume healthy brand foods using the theory of planned behavior: the role of nutritional literacyChilón-Troncos, Rony FranciscoGarcía-Salirrosas, Elizabeth EmperatrizEscobar‐Farfán, ManuelMillones Liza, Dany YudetVillar Guevara, Miluska Maria del CarmenAttitudePlanned BehaviorNutrition LiteracySubjective NormPerceived Behavioral ControlWillingness To ConsumeHealthy Brand FoodsIntroduction: 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. Results: The results support the existence of a positive and significant effect of NL on ATT, SN, and PBC, finding the exact behavior of SN and PBC in WCHBF; however, in the proposed model, it is observed that ATT has no impact on WCHBF. Conclusion: Applying strategies that lead to a change in consumer behavior towards healthy brands is a matter of time and will. In this context, the findings indicate that nutritional literacy plays an essential role in the willingness to consume healthy foods, which sheds more light on the design of educational interventions and awareness campaigns that independently inform about nutritional benefits and empower consumers, allowing them to make informed and healthy choices.Articlehttps://pubmed.ncbi.nlm.nih.gov/38638294https://www.frontiersin.org/articles/10.3389/fnut.2024.1353569/pdf?isPublishedV2=Falsehttps://doi.org/10.3389/fnut.2024.1353569PMC1102553810.3389/fnut.2024.1353569https://hdl.handle.net/20.500.15037/123238638294W4393091080enFrontiers in Nutrition2296-861X2024-03-222026-06-13T09:50:49Z2026-06-13T09:50:49Z |
| spellingShingle | Attitude Planned Behavior Nutrition Literacy Subjective Norm Perceived Behavioral Control Willingness To Consume Healthy Brand Foods Chilón-Troncos, Rony Francisco García-Salirrosas, Elizabeth Emperatriz Escobar‐Farfán, Manuel Millones Liza, Dany Yudet Villar Guevara, Miluska Maria del Carmen Predicting willingness to consume healthy brand foods using the theory of planned behavior: the role of nutritional literacy |
| title | Predicting willingness to consume healthy brand foods using the theory of planned behavior: the role of nutritional literacy |
| title_full | Predicting willingness to consume healthy brand foods using the theory of planned behavior: the role of nutritional literacy |
| title_fullStr | Predicting willingness to consume healthy brand foods using the theory of planned behavior: the role of nutritional literacy |
| title_full_unstemmed | Predicting willingness to consume healthy brand foods using the theory of planned behavior: the role of nutritional literacy |
| title_short | Predicting willingness to consume healthy brand foods using the theory of planned behavior: the role of nutritional literacy |
| title_sort | predicting willingness to consume healthy brand foods using the theory of planned behavior the role of nutritional literacy |
| topic | Attitude Planned Behavior Nutrition Literacy Subjective Norm Perceived Behavioral Control Willingness To Consume Healthy Brand Foods |
| topic_facet | Attitude Planned Behavior Nutrition Literacy Subjective Norm Perceived Behavioral Control Willingness To Consume Healthy Brand Foods |
| url | https://pubmed.ncbi.nlm.nih.gov/38638294 https://www.frontiersin.org/articles/10.3389/fnut.2024.1353569/pdf?isPublishedV2=False https://doi.org/10.3389/fnut.2024.1353569 https://hdl.handle.net/20.500.15037/1232 |
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