The Influence Of Food Consumers' Health Awareness, Product Knowledge, And Perceived Value On Consumer Purchase Intention

Abstract

In recent years, rising health awareness has significantly influenced consumer behavior, particularly regarding food choices. Consumers are increasingly attentive to the health attributes of food, favoring products that are organic, additive-free, low in calories, and high in fiber. The rapid expansion of the health food market reflects this growing preference, which is further driven by escalating global health concerns such as obesity, cardiovascular diseases, and diabetes. Consequently, the pursuit of a healthier lifestyle is becoming more prominent, especially in dietary practices. This study investigates the impact of health awareness, product knowledge, and perceived value on consumer purchase intention in the context of food consumption. A quantitative research design was employed, using survey questionnaires to collect data. Descriptive statistics—such as frequency, percentage, mean, and standard deviation—were utilized to summarize the data. Inferential statistical techniques, including independent samples t-tests, one-way ANOVA, and multiple linear regression analysis, were applied to test the proposed hypotheses. The findings revealed that demographic factors—namely, gender, marital status, educational background, and monthly income—significantly influenced consumer purchase intention. Moreover, multiple linear regression analysis indicated that all dimensions of health awareness (risk reduction, functional improvement, and physical capability), product knowledge (subjective, objective, and experiential knowledge), and perceived value (social and functional value) had a positive and statistically significant impact on consumer purchase intention.