Theoretical and empirical analysis of factors affecting consumer' purchasing behavior towards health food
2015
Hiromasa, Y. | Ogawa, D.
The aim of this paper is to explore the relation between some factors in terms of healthy awareness and buying behavior for health food. In general, consumers of health food have a tendency to purchase specific products in spite of their high prices. First we studied consumers buying behavior about health food by using the theory of behavior economics. Second we made a model of some healthy factors that affect buying behavior of health food. Third we conducted an empirical analysis using survey data collected by a questionnaire. The results of this study are summarized as follows. 1) We showed that a basic model of anxiety for health affects buying behavior for health food by applying prospect theory and identifying the factors affecting purchasing behavior (healthy awareness and action, healthy knowledge, information on health and health food, image of health food and character to risk). 2) Average scores of these factors between young people and middle-aged and older people were statistically different. 3) Consumers obtain information about health food from family and friends. 4) The results of an ordered logit model that the anxiety about health (present and future) and the purchase of health food (except vegetable juice and yogurt).
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