THE IMPACT OF HEALTH AWARENESS AND CONSUMER ATTITUDES ON THE CONSUMERS’ PURCHASE INTENTION OF HEALTHY FOOD: THE CASE OF UNIVERSITIES IN EGYPT
DOI:
https://doi.org/10.70301/Keywords:
Health awareness, purchase intentions, attitudes, cognitive attitudes, behavioral attitude, affective attitudes.Abstract
Purpose: This study aimed to examine the role of attitude as a mediator in the association
between health awareness and the intention of young customers to buy healthy food
products
Design/method/approach: A quantitative research technique was used in this dissertation.
Questionnaires were used to gather data from a sample of university students, and a
quota sample of two hundred eighty-five people was drawn from the whole population.
The statistical technique of regression analysis was utilized to evaluate the proposed
hypotheses.
Findings: The results indicated a positive relationship between health awareness and attitudes
toward nutritious food (p=.00). Furthermore, there is a positive correlation between
individuals' attitudes and their inclination to purchase healthier food options (p=.00). A
VIF test was conducted to detect any multicollinearity between the variables. Results
showed that HA and A are not highly correlated with each other, and the model does
not suffer from multicollinearity issues. The results of the hierarchical regression
analysis indicated that attitudes fully mediate the relationship between health awareness
and purchase intentions of healthy food products.
Practical Implications: The study suggests that marketers should focus on logical aspects like
the health benefits of nutritious foods to increase young consumers' buying frequency.
Labeling and media should be clear and valuable, and buyers should understand the
benefits of healthy foods. Educational initiatives can change environmental care and
attitudes, and celebrity or industry expert talks can highlight healthy food production
and consumption. Making healthy foods more accessible and affordable can boost
consumption.
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