Health consciousness has emerged as a key driver of healthy food purchase decisions in the post-pandemic era. Despite growing interest in health-oriented products, the psychological mechanisms through which health consciousness influences purchase intentions remain understudied. This research examined how health consciousness impacts healthy food purchase intentions through multiple psychological pathways, integrating the Theory of Planned Behavior with additional constructs. Methods: Data were collected through an online survey of 573 Peruvian consumers. Healthy foods were operationalized based on their nutritional quality, including a high nutrient content, low saturated fats and added sugars levels, and minimal processing. Structural equation modeling was employed to test the hypothesized relationships between health consciousness, attitudes, perceived behavioral control, self-identit...

Introduction: This paper aimed to build a predictive model through an empirical study to examine the influence of environmental awareness (EA) on attitude (ATT) and perceived behavioral control (PBC), as well as to determine the influence of the three variables of the theory of planned behavior (TPB) on willingness to pay (WP) for green products in the Peruvian market. Methods: A total of 405 Peruvian consumers were surveyed. Most of them were between the ages of 18 and 30 and single. To test the hypotheses, partial least squares (PLS-SEM) were used using the SamrtPls4 software. The results show the significant positive effect of EA on ATT and PBC. The positive and significant effect of ATT, SN, and PBC on WP was also tested A total of 405 Peruvian consumers were surveyed. Most of them were between 18 and 30 years old and single. To test the hypotheses, partial least squares (PLS-SEM) wa...

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. Methods: A cross-sectional and explanatory study was conducted considering 612 consumers of a healthy brand in Peru. The participants included women (65.2%) and men (34.8%), with ages between 18 and 56 (M  =  22.56; SD  =  5.95). Data were collected using a self-report form and statistically analyzed using PLS-SEM. Results: The study hypotheses confirmed the impact of perceived emotional value, perceived social value, perceived financial...