Understanding the Influence of Healthy Food Options on Consumer Buying Behavior in Naga City
Year: 2025
Type: article
Study design: Observational Study
Abstract: This study investigates the influence of healthy food options on consumer buying behavior in Naga City, Philippines, through the lens of the Theory of Planned Behavior (TPB). Employing a mixed-methods approach, including structured questionnaires (N = 30) and semi-structured interviews (n = 26), the study explores how attitudes, subjective norms, and perceived behavioral control mediate consumer choices in a rapidly urbanizing Southeast Asian context. Findings reveal strong attitudinal drivers (weighted mean = 3.44), with 73% of respondents prioritizing health benefits (M = 3.70) and nutritional awareness (M = 3.40). Subjective norms, influenced by healthcare endorsements (M = 3.23) and social circles (M = 3.27), further shape purchasing intent. However, perceived behavioral control is moderated by socio-economic barriers, including affordability (M = 3.33) and inconsistent availability (M = 3.17), highlighting systemic gaps between intention and action. The study proposes actionable interventions: subsidized healthy food programs, community-driven farmers’ markets, and digital campaigns leveraging social media influencers to amplify normative adherence. Policy recommendations include zoning reforms to prioritize healthy retailers and curriculum-integrated nutrition education to foster long-term behavioral change. By bridging TPB’s theoretical framework with localized strategies, this research offers a replicable model for cities balancing modernization and public health. Projected outcomes include a 25% increase in healthy food sales and a 15% reduction in diet-related diseases over three years. The findings underscore the critical role of multi-sector collaboration in dismantling structural barriers, positioning Naga City as a benchmark for health-conscious urbanism in transitional economies.
Author: Marivic Aspe Romano
Language: English
Subfield: Nutrition and Dietetics
Field: Nursing
Domain: Health Sciences
Open Access status: hybrid
OpenAlex ID: W4407595629