García-Salirrosas Elizabeth Emperatriz, Escobar-Farfán Manuel, Esponda-Perez Jorge Alberto, Villar-Guevara Miluska, Rondon-Eusebio Rafael Fernando, Ezcurra-Zavaleta Ghenkis, Urraca-Vergara Elena Matilde, Guerra-Velásquez Mauricio
Grupo de Investigación e Innovación para el Emprendimiento y Sostenibilidad, Universidad Nacional Tecnológica de Lima Sur, Lima 15816, Peru.
Department of Administration, Faculty of Administration and Economics, University of Santiago of Chile (USACH), Santiago 9170020, Chile.
Foods. 2025 Jan 4;14(1):125. doi: 10.3390/foods14010125.
This study evaluated how healthy lifestyle motivators (MHLs) influence the Peruvian market's willingness to consume healthy food (WCHBF). The main objective was to analyze the relationship of variables, such as attitude (ATT), perceived behavioral control (PBC), self-identity (SI), and moral norms (MN) with the WCHBF. This study adopted a quantitative, non-experimental, and cross-sectional approach, using a self-administered questionnaire for data collection. A total of 585 individuals participated. The participants were consumers of the Unión brand, which specializes in healthy food. A 5-point Likert scale was used to evaluate the key variables. For the analysis, IBM SPSS Statistics 25 programs were used to examine the demographic data and SmartPLS 4.1.0.9 was used to assess the conceptual model using partial least squares (PLS-SEM). The results showed that healthy lifestyle motivators positively influence the willingness to consume healthy food and ATT, PBC, SI, and MN variables. In turn, these variables significantly impact the willingness to purchase healthy food. The findings suggest that marketing campaigns should highlight these motivators to encourage the consumption of healthy food. The implications of this study reinforce the importance of understanding psychological factors in consumer decision-making.
本研究评估了健康生活方式动机（MHLs）如何影响秘鲁市场对健康食品的消费意愿（WCHBF）。主要目的是分析态度（ATT）、感知行为控制（PBC）、自我认同（SI）和道德规范（MN）等变量与WCHBF之间的关系。本研究采用定量、非实验性和横断面研究方法，使用自填式问卷收集数据。共有585人参与。参与者是专门经营健康食品的 Unión 品牌的消费者。采用5点李克特量表来评估关键变量。在分析中，使用IBM SPSS Statistics 25程序检查人口统计数据，并使用SmartPLS 4.1.0.9通过偏最小二乘法（PLS-SEM）评估概念模型。结果表明，健康生活方式动机对健康食品消费意愿以及ATT、PBC、SI和MN变量有积极影响。反过来，这些变量对购买健康食品的意愿有显著影响。研究结果表明，营销活动应突出这些动机，以鼓励健康食品的消费。本研究的意义强化了理解消费者决策中心理因素的重要性。
