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...