Model of the Consumer Switching Behavior Related to Healthy Food Products

Anas Hidayat,Sri Rejeki Ekasasi,Asmai Ishak,Guruh Ghifar Zalzalah,Tony Wijaya

doi:10.3390/su13063555

Anas Hidayat, Sri Rejeki Ekasasi + Show 3 more

Open Access

https://doi.org/10.3390/su13063555

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Journal: Sustainability	Publication Date: Mar 23, 2021
Citations: 11	License type: CC BY 4.0

Affiliation: Islamic University of Indonesia

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.

Highlights

IntroductionThe demand of healthy food products has grown rapidly over the past decade in Indonesia
This research found that brand awareness moderates the relationship between switching behavior intentions and switching behavior. These findings indicate that brand awareness reinforces the relationship between switching behavior intentions and behavior switching, meaning that the intention to move from fast food to healthy food will have a stronger effect on switching behavior when a customer’s brand awareness is high
Contrary to the expected result, our result shows that the influence of subjective norms is not significant in switching behavior intentions

Summary

Introduction

The demand of healthy food products has grown rapidly over the past decade in Indonesia. Its growth has risen by about 10 percent [1]. Despite the high growth rate of healthy food products in Indonesia, their overall market share is still small. Consumers who purchase healthy food continue to purchase fast food products and services for their leading daily food requirements. Awareness of health factors has a role in consumers’ purchasing decisions, especially in healthy food products [2]. Even when they are away from their daily routine, consumers want to maintain a healthy lifestyle [3]

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