Do you Really Want to Eat More Healthy or do you Just Want to Look Good? How Different Motives Influence the Healthy Food Decision

Abstract

This study examines how healthy food consumption pattern are affected by different motives to consume healthy food, namely health, quality, and beauty awareness. It is hypothesized that health awareness is the broadest concept, which implies that consumers simultaneously consider several criteria, such as organic production and low calorie. Quality awareness is primarily focused on high food quality. Beauty awareness is also a driver of healthy food consumption. However, it is limited to the consideration of low calorie, which helps reducing diet-related diseases, but it does not make consumers think about harmful ingredients.