Model of the Consumer Switching Behavior Related to Healthy Food Products

Published on Mar 23, 2021in Sustainability3.251
· DOI :10.3390/SU13063555
Anas Hidayat5
Estimated H-index: 5
,
Tony Wijaya6
Estimated H-index: 6
+ 2 AuthorsGuruh Ghifar Zalzalah
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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 the data analysis method. This study shows the significant influence of customers’ attitudes on their switching intentions toward healthy food products, and perceived behavior control significantly influences customers’ switching intentions toward healthy food products. Customers’ perceived behavior control, as well as their intentions to switch toward healthy food products, significantly influences their switching behavior. Brand awareness has a moderate influence on customers’ intentions to switching behavior on healthy food products. This study contributes to developing the model of customer behavior in switching from fast food products to healthy food products. This study reveals that subjective norms do not significantly influence the switching behavior of customers.
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Abstract This article presents data that examine the effect of the self-efficacy on the risk-taking propensity, risk-taking propensity and self-efficacy influences affect the entrepreneurial attitude, and the effect of entrepreneurial attitude toward the entrepreneurship intentions. Data collected using a questionnaire adapted from previous scholars. The sample in this research was prospective entrepreneurs who take part in Indonesia entrepreneurship programs and 315 respondents were collected. ...
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In this article, we review and discuss the factors, which affect the change in the consumer behavior towards organic food. We extract findings from various studies conducted in different countries and analyze those factors and provide suggestions for future research. We find that health-conscious consumers show a growing preference for organic food over the conventionally grown food. This shift in the attitude of the modern consumers is greatly influenced by the rising incidence of lifestyle dis...
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