Marketing Literature View 2022

Running head: MARKETING
Marketing
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Topic- A literature review on consumer attitude, needs, motivations and perceptions
towards healthy eating
Introduction
In the current scenario, the healthy and organic food consumption is drastically
increasing to a large extent in different parts of the world and these habits have come from the
changes in the living habits of the fast changing world wherein people are becoming highly
conscious regarding their health and prefer to consume the healthy food items.
As commented by Zainol et al. (2019), the consumer behavior is the study of what tries
to influence the organizations as well as individuals for purchasing certain products and support
certain kind of brands. It is the social, psychological and economic behavior of consumers as
they become properly aware of, purchasing, evaluating along with making up ideas regarding the
goods and services.
The importance of the topic is that it will be creating a sense of urgency among the
individuals to consume healthy as it will be making them aware regarding harmful elements of
chemicals present in the food which are consumed by them on a daily basis. In the essay, the key
areas which will be included are attitude changes among individuals, needs, motivation as well
as perceptions of individuals towards consuming the different food items which are healthy and
will be beneficial for their health as well.
Discussion
Theory 1- Needs

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Definition
As commented by Van Gestel, Kroese and De Ridder (2018), the need is considered to be
the desire of the customers for the different products and services’ specific benefit, whether that
can be emotional and functional in nature. The want is considered to be the desire for the
different products along with services which are not necessary, however, it is wished by the
customers as well. In addition, the organic kind of farming helps in prohibiting the use of the
different toxic pesticides as well as antibiotics and it is highly effective for consumption.
Healthful eating has been on up-stick in the market and change in the habits is pervasive through
the country and products such as organic food are leading the way in such scenario as well.
Studies of needs of healthy food consumption
As commented by Sulaiman et al. (2017), the needs of the different customers are
considered to be the different internal factors which are playing a vital role as these are mainly
based on the demographics and the personal choices. Personality and internal choices of the
customers play a vital role and it helps in separating the single consumer from the entire society.
In the present scenario, wherein health is the primary factor for the individuals, in such scenario,
healthy food consumption is the primary element and need among the customers to keep them
fit. In addition, as commented by Silva et al. (2019), the lifestyle of the customers are changing
wherein they prefer to consume healthy as many feel that that is the current trend according to
that they will be consuming. Healthy eating products are mainly produced by the different
restaurants and it is completely based on the ideas proposed by the different customers or
perspective of eating food which enables them to stay in good health for preventing the illness
(Sihvonen and Luomala 2017).

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Different arguments
According to Shafiq (2019), it has been claimed that in the previous years, the enjoyment
was the key element and core objective for eating out and it is considered to be the major and
efficient objective for gaining high efficiency in the respective business. However, in the current
scenario, the main objective has been regarding the consumption of the healthy food items
among the youngsters and the working individuals as the nutritional benefits are the key
motivator. Evidently, on the contrary, as commented by Samoggia and Riedel (2020), most of
the research showcases and findings help in concluding that the increase in the need for
consuming healthy food items helps the customers in focusing on the different kinds of
encompassment of the fiber content from the different healthy food which makes them effective
and it helps in ascertaining the relationship between the healthy eating and the preferences of the
customers towards managing effectiveness is the other aspect that will be suitable for growth of
the companies in a suitable manner (Price, Bray and Brown 2017).
Examples
In the previous years, people used to prefer the different junk and oily food items when
they used to visit restaurants as going to the restaurant meant to enjoy and consume food items
which are high on fat. On the other hand, in the present scenario, the main focus of the customers
have been on the different healthy diet and food items as they feel that health must be the first
priority of the customers as it will be making them efficient and fitter to perform the different
tasks and manage the different tasks in both professional and personal life in a suitable manner.
In addition, there have been different restaurants which are offering pure vegan food items along
with healthy food items that will be suitable for the customers to not worry regarding preparing