Towards a Holistic Understanding: Health Consciousness and Perceived Benefit in Consumer Choices of Hydroponic Products

Abstract

Hydroponic products have emerged as a popular choice, particularly among urban populations opting for healthy food alternatives. This study aims to investigate the impact of health consciousness and perceived benefits on the purchase intention of hydroponic products. Additionally, it explores the mediating role of perceived benefits, concerning the Value-Based Consumer Decision Model. The study encompasses responses from 208 participants residing in Indonesia, obtained through snowball sampling techniques. The study utilizes structural equation modelling (SEM) methodology using SmartPLS 4 software. The findings elucidate the significant roles that health consciousness β 0.294 and perceived benefits β 0.393 play in shaping the purchase intention toward hydroponic products. Health consciousness as a crucial factor for perceived benefit β 0.483. This research delves deeper by developing a model to fill existing research gaps. It explores the mediating role of perceived benefit in influencing the relationship between health consciousness on purchase intention β 0.190, the model reveals that perceived benefit successfully mediates the influence of health consciousness on purchase intention. This research is novel in its application of the value-based consumer decision model to the consumer behavior associated with hydroponic products. It offers important implications for business practitioners in the hydroponic product sector, providing invaluable insights into the shifting market dynamics driven by an increasingly health-conscious and benefit-oriented consumer base.