Impact of Health Concern on Food Habits : Examining the Mediational Role of Lifestyle (original) (raw)

The present study endeavored to investigate how perceived health consciousness influences the food preferences of people. This was an attempt to examine the mediational role of healthy lifestyle practices between health concern and healthy food choices. The study followed a cross-sectional quantitative design. The respondents were identified using convenient sampling method after seeking their voluntary participation in the survey through shop intercept survey. Linear regression, using process mediation, was used to verify the theoretical propositions empirically. The study identified that consumers value healthy food choices, and there is a changing trend in their food habits. The current study offers empirical support to the theoretical percept that the production and consumption of healthy foods have increased, owing to the awareness of their functional benefits. This is a pioneer effort to examine the mediational role of healthy lifestyles between health concerns and healthy foo...