Original paper
Model of the Consumer Switching Behavior Related to Healthy Food Products
Abstract
This study aimed to examine the effect of customers’ attitudes, subjective norms, and perceived behavior control on their intention to switch to healthy food products. This research also tested brand awareness as a moderator of customers’ behavioral choices to switch to healthy food products by switching behavior. The study was conducted by distributing a questionnaire. It involved 318 participants and employed partial least square regression as...
Paper Details
Title
Model of the Consumer Switching Behavior Related to Healthy Food Products
Published Date
Mar 23, 2021
Journal
Volume
13
Issue
6
Pages
3555 - 3555