The Power of Habits: Understanding the Impact of Personal Values and Attitudes on Customer Food Choices and Sustainable Eating Behaviours

Abstract

This study examines how habits affect consumer’s food preferences and sustainable eating practices. The study uses quantitative data to examine the relationship between individual values and attitudes toward consumer food preferences and sustainable eating practices and also uses structural equation modeling from the sample of three hundred people from four IT companies. According to the study's findings, consumer food preferences and sustainable eating habits are significantly influenced by personal beliefs and attitudes. Additionally, the findings imply that practices strongly influence consumer food preferences and sustainable eating behaviors. According to the results, businesses should prioritize changing consumer behavior to encourage long-term sustainable eating habits. Overall, this study advances our knowledge of how habits might affect consumer’s food preferences and sustainable eating practices.