TY - JOUR
T1 - The Influence of Healthy Lifestyle on Willingness to Consume Healthy Food Brands
T2 - A Perceived Value Perspective
AU - García-Salirrosas, Elizabeth Emperatriz
AU - Esponda-Perez, Jorge Alberto
AU - Millones-Liza, Dany Yudet
AU - Haro-Zea, Karla Liliana
AU - Moreno-Barrera, Luiggi Agustin
AU - Ezcurra-Zavaleta, Ghenkis Amilcar
AU - Rivera-Echegaray, Luis Alberto
AU - Escobar-Farfan, Manuel
N1 - Publisher Copyright:
© 2025 by the authors.
PY - 2025/1
Y1 - 2025/1
N2 - 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.
AB - 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.
KW - Peruvian consumers
KW - healthy brand marketing
KW - healthy foods
KW - healthy lifestyle
KW - perceived value
KW - purchase intention
UR - http://www.scopus.com/inward/record.url?scp=85215966484&partnerID=8YFLogxK
U2 - 10.3390/foods14020213
DO - 10.3390/foods14020213
M3 - Artículo
AN - SCOPUS:85215966484
SN - 2304-8158
VL - 14
JO - Foods
JF - Foods
IS - 2
M1 - 213
ER -