Impact of consumers’ self-image and demographics on preference for healthy labeled foods

Abstract

Consumers are becoming more health conscious. Increasingly, products that are labeled “healthy” are being marketed as new retailers and new brands vie for the consumers’ share of wallet. This research identifies the self-image factors that constitute a health conscious image of the self and examines how self-image impacts consumer buying of foods that are labeled healthy. It also makes an effort to find out whether specific self-image factors are significantly associated with demographics. This study employs a scale consisting of 15 statements that included four statements from the Health Consciousness scale developed by Gould. The psychometric properties of the scale used in the study are reported. The study uses factor analysis to identify five factors of consumer self-image as they relate to health consciousness. Furthermore, the study explores the relationship between demographics such as age, gender, education, and relationship status with the self-image factors and reports results for consumer preferences for choosing healthy foods when hungry. This research has important implications for marketers in the health food industry and for such other companies that might use consumer health consciousness as a basis for market segmentation and strategy design.