Health Self-Identity–Based Motivations and Behavioral Intentions: A Predictive Model and Segmentation Analysis

Background As lifestyle-related diseases increase globally, there is a need to focus on the mechanisms for promoting healthy living and healthy behavioral intentions. Focus of the article The present study investigates how health self-identity influences health consciousness, self-efficacy, consumer knowledge, and normative beliefs. Moreover, the study analyzes the moderating effect of consumer knowledge and normative beliefs on behavioral...