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JEL Classification System

M1, M31, M38, M39

Abstract

The purpose of the study was to empirically investigate the extent to which consumption values influence consumers’ healthy eating choices. By using the theory of consumption values, the study also attempts to explain the role of healthy food awareness as a moderating variable in consumers’ healthy eating choices. The quantitative data were collected through structured questionnaire from 320 participants. The data were analyzed by using structured equation modeling. The results revealed that consumers’ healthy eating choices are strongly linked to emotional and epistemic values. The study also found a positive relationship between conditional value and consumers’ healthy eating choices. In addition, healthy food awareness acts as a moderator between epistemic value and healthy eating choices. This study adds to the literature on consumption values and elevates new insights of value for the health and wellness food industry. The study concluded that consumers, in general, consume healthy products for epistemic, conditional, and emotional reasons. Consumers feel good with positive emotions, such as pleasure, adding that the search for different healthy foods and discount rates or promotions encourages consumers to buy healthy foods instead of conventional foods. The moderating effect of healthy food awareness and its relation to eating choices may help food regulatory policies to improve health in different cultural contexts. The findings of this study will help food marketers and food policy makers to identify the information about consumers’ personal values and to establish awareness about healthy food.

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