The Effect of Product and Promotion on Consumption Patterns with Mediation Effect of Healthy Lifestyle

Abstract

The consumption of unhealthy food has been linked to the risk of many diseases such as non-communicable diseases and obesity. Thus, this study aimed to examine the effects of product, promotion on the consumption patterns of healthy food and healthy lifestyle as well as to examine the mediating effects of healthy lifestyle between the specified linkages. Research design used a quantitative approach where the questionnaire was formulated for primary data collection. The variables were measured using 23 items sourced from past studies. All the items were assessed using the five-point Likert Scale. 500 questionnaires were distributed to academicians from four Universities (UUM, UniMap, UPSI, USM) by using the random sampling technique. 357 responses were returned, representing a 71.4% response rate. The analysis method used the partial least square (PLS 3) regression and descriptive methods. The findings indicate that consumer healthy lifestyle, promotion are significant predictors of consumption patterns. Meanwhile product shows no significant relationship with consumption patterns. The results of the mediation effects of a healthy lifestyle show that healthy lifestyle is a significant mediator between product, and promotion with consumption patterns. As Malaysian consumers exhibit serious concern towards healthy food consumption patterns, it is recommended that the managers focus their strategies on promotion, and product more significance on healthy lifestyle in their healthy food consumption patterns. The study discusses the implications to various stakeholders, its limitation, and recommendations for future studies.