Using the Theory of Perceived Value to Determine the Willingness to Consume Foods from a Healthy Brand: The Role of Health Consciousness
Open accessAbstract
Eating low amounts of healthy foods leads to high rates of diet-related diseases. How can we control and reduce the increase in these diseases? One of the recommendations is to improve nutritional competence, which means greater health consciousness. The objective of the present study is to determine the influence of health consciousness on the dimensions of perceived value and their impact on the willingness to consume foods from a healthy brand. Through a non-experimental, cross-sectional, and explanatory study, the responses of 518 participants (men and women) who confirmed being consumers of the healthy brands of food were analyzed. The study included adults aged from 18 to 58 years recruited using non-probability sampling. Data was collected using a self-report form and statistically analyzed using Smart PLS. The findings support that health awareness positively and significantly influences perceived quality value, perceived financial value, perceived social value, and perceived emotional value; contrary to this, it was detected that the perceived financial value does not influence the willingness to consume foods from healthy brands. This study contributes significantly to health science by showing how the theory of perceived value predicts the intention to consume healthy brands, with health consciousness intervening in this prediction. Therefore, it is concluded that the study population that consumes healthy foods has experienced the positive impact of perceived value and reports that the factors that comprise it influence their intention to consume healthy foods.
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Health consciousness enhances perceived behavioral control regarding healthy eating.
“Studies show that consumers with higher health consciousness have greater perceived control over avoiding unhealthy food choices and opting for healthier alternatives [10,35,63].”
From Psychological Determinants of Healthy Food Purchase Intention: An Integrative Model Based on Health Consciousness (2025) · cites this paper as [35]
The Introduction links health consciousness with taking action for one’s health and consuming healthy foods, and the Discussion (§5.1) describes its role in healthy food choices. Neither passage establishes that health-conscious consumers perceive greater control over avoiding unhealthy foods or choosing healthier alternatives; the paper examines perceived value rather than perceived behavioral control. No page numbers are available in our copy. (LLM, conf=0.84)
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- Authors
- Albornoz, R., García-Salirrosas, E. E., Millones-Liza, D. Y., Villar-Guevara, M., & Toyohama-Pocco, G.
- Affiliations
- Universidad Peruana Unión (PE)
- Universidad Autónoma del Perú (PE)
- Unidad de Ciencias Empresariales, Escuela de Posgrado, Universidad Peruana Unión, Lima 15102, Peru
- Corresponding author
- García-Salirrosas, Elizabeth Emperatriz
- ORCID
- Venue
- Nutrients
- Publisher
- MDPI AG
- Published
- 2024-06-23
- Volume
- 16
- Issue
- 13
- Pages
- 1995
- ISSN
- 2072-6643 (ISSN-L)
- PMC
- PMC11243000
- OpenAlex
- W4399978992
- Cited by
- 34
- References
- 95
- Citations by year
- 2026: 12 · 2025: 19 · 2024: 3
- FWCI
- 14.08
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Licence
- Locations
- Nutrients (publishedVersion, cc-by)
- PubMed Central (publishedVersion, cc-by)
- PubMed (publishedVersion)
- LA Referencia (Red Federada de Repositorios Institucionales de Publicaciones Científicas) (submittedVersion, cc-by)
- Topics
- Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Consumer Attitudes and Food Labeling
- Health Sciences › Nursing › Nutrition and Dietetics › Nutrition, Health and Food Behavior
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Keywords
- perceived value, health consciousness, willingness to consume, perceived social value, perceived emotional value, health awareness, diet-related diseases
- MeSH terms
- Diet, Healthy, Adolescent, Adult, Consumer Behavior, Cross-Sectional Studies, Female, Food Preferences, Humans, Health Knowledge, Attitudes, Practice, Male, Middle Aged, Nutritive Value, Surveys and Questionnaires, Intention, Young Adult
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