A Literature Review on Consumer Behavior and Healthy Eating

This essay provides a comprehensive literature review on consumer behavior concerning healthy eating, exploring the multifaceted factors that influence individuals' food choices. The introduction sets the stage by highlighting the increasing global trend towards healthy and organic food consump...Read More

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

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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

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the food at home always and they can be relying on such restaurants for their healthy diet plans.
Therefore, from the analysis of the needs, it can be concluded that consumer needs keep on
changing and on such basis, the restaurants need to make the proper arrangements for making
their customers happy and satisfied (Pilař et al. 2018).
Theory 2- Motivation
Definition
As commented by Peeters (2018), the markers are mainly aiming to satisfy the different
needs and requirements of the customers which rise within the certain time period. When there is
a real need, the individuals seek different solutions for diminishing or shift. The needs as well as
motivations of individuals are interconnected with one another in an efficient manner which can
be helpful for understanding the objective of the goal. As opined by Oliveira et al. (2018), the
motivations mainly start-up the behavior as well as direct the goal or the specific action and the
involvement of the motivated people are obviously more than the ones who are highly
unmotivated in nature. As per the Maslow’s Hierarchy of Needs, it can be seen that there are
various kinds of needs of human beings which need to be maintained as per the different levels
and in such scenario, self-actualization is at the peak of the same. In the current scenario of the
tough working schedules, the people are motivated to consume the foods which are healthy as
health has been their first priority (Okumus et al. 2018).
Studies of needs of healthy food consumption
As commented by Okumus et al. (2018), almost every other consumer in the market
indicates health as one of the dominant factor and motivation towards the organic consumption.
People prefer to intake organic food products for the better health related conditions or

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maintaining the present situation. Additionally, treating and preventing the different kinds of
illness regarding the food which are being consumed by the individuals is considered as the other
health attribute. According to Nugraha, Kusumawardani and Octavianie (2018), for keeping the
health conditions, avoiding the intake of the different chemical residues is the other motive of the
different individuals which helps them in becoming fit and healthy. In addition, the other
motivation of the different customers towards the consumption of the healthy food products is
the fact there are raising concerns regarding environment along with other resources which are
motives for majority of the organic consumers. As per Mohd Suki (2017), the ecological reasons
for buying the different kinds of healthy and organic food items is the second aspect and attitude
after the main motivation related to health among the different individuals.
Different arguments
As discussed by Madan (2017), the main motivation among the different individuals to
consume healthy food items is the fact that healthy diet helps in preventing individuals from
various diseases such as heart disease, obesity along with other aspects. Moreover, as opined by
Madan (2017), more people are always inclined towards consuming the food items which are
consisting of sugars, trans fat and saturated fat that impacts the health conditions of the
individuals to a great extent. In such scenario, it is impacting the health of the different
individuals and it is directly related to the negative productivity at the workplace as well.
On the other hand, as commented by Lessa et al. (2017), as per the Maslow’s Hierarchy
Theory, the psychological needs which include hunger or sleep and other basic needs are kept at
the bottom; however, the self-actualization needs are being kept at top. On contrary, as opined by
Madan (2017), according to Sigmund Freund, people are many a times not aware of the buying

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behavior which is mainly shaped with proper learning and knowledge which is gained through
experience and it is known as the affecting behavior.
Examples
As per the different motivation theories, it has been suggested that the learning and
knowledge of the different kinds of organic and normal food items which are high in fat. The
scientists thought that all behaviors are learnt and learning is capable of evaluating between
stimuli and the response and the behavior of the consumers as learnt attitude and experienced is
vital for the different marketers (Kroese, Marchiori and de Ridder 2016). For instance- When a
person is willing to buy luxury car, he or she prefers and claims that he likes to drive, or in the
psychological level, he may be feeling to show off others that he is successful and he feels to
wish younger in nature.
As commented by Jeong et al. (2019), the different organizations are needed to examine
the knowledge of the customers regarding the product in the careful manner. For instance- The
person is highly willing to buy a digital camera and the entire idea can come in the mind from
the advertisement or the friend. In such scenario, the stimulus is known as Cues that determines
how, where and when the consumer corresponds. In such way, the motivation is the key element
wherein the consumers are capable of deciding for the certain brand and buys after the usage of
the several times. Moreover, as opined by Dimitriou et al. (2017), the different customers think
regarding the product as per the desired properties, advantages along with probable risks which
occurs towards the product in a systematic manner.
Theory 3: Attitude Change
Definition

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As commented by Gilal et al. (2019), the attitude of the consumers is the mental as well
as neural state of readiness, organized through experience along with exerting the dynamic
influence upon the response of the individuals to the different objects with which is related. The
attitude is shaped in the selective manner for compromising needs of customers and it could be
managed by the external effects and gaining more knowledge regarding the different organic or
healthy food habits and preferences. As commented by Demartini et al. (2019), attitude of the
customers and changes in the attitude can create a significant impact on purchasing the brand and
choosing the place of shopping.
Studies of needs of healthy food consumption
As opined by Castro et al. (2018), the choices of the food selection each day affect the
health of the different human beings and it is the common trend in the current scenario. The
different individuals, both working and non-working prefer to consume healthy food items as
they feel that it will be best suited with their day to day activities and it will be effective for
maintaining a good and proper health. Moreover, as described by Alalwan (2020), there are
different companies which mainly fail in understanding the different needs of customers and
there have been different examples of the big companies which ended up with failure due to the
lack of the interest in the society’s changed attitude towards the food and other healthy nutrition
which needs to be produced.
In such scenario, as commented by Serhan and Serhan (2019), there are different new
companies such as new brands are capable of tracking their customers after handling
sophisticated researches towards their changed attitudes. From the same, it has been found that in
the current scenario, the customers prefer to consume healthy food items and the main reason

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behind the same is that they are capable of providing additional and high nutritional content
which will be beneficial for them in staying fit and healthy always. Consumers think regarding
the product as per the desired properties along with probable risks which will be beneficial in
managing the attributes towards the purchasing of the product. These are the major motivations
regarding the product and service purchasing done by the customers and it has been noted that
some of the features are highly connected with values and beliefs.
Different arguments
As commented by Serhan and Serhan (2019), over the last few decades, there has been
tremendous increase in the health conscious customers who prefer to consume such food which
are organic and healthy. Additionally, according to Sulaiman et al. (2017), the healthier food
products have been capable of entering in the global market and they have been successful in
rapidly gaining strong market share.
Indeed, the health food is increasingly attracting high interest from both manufacturers
and consumers present in the market and currently nutritional balance and nutrition are the major
current trends explained by the awareness of the customers towards consuming such food
products. Furthermore, as opined by Zainol et al. (2019), today’s scenario is getting high
competitive and demanding in nature, therefore, consumers hardly have time for physical
activities to keep themselves fit and fine.
Therefore, it makes them highly disposed to different kinds of diseases which makes
them feel that due to the wrong food habits, it is their condition and they are not able to perform
well in their professional life. Moreover, as commented by Sulaiman et al. (2017), in such

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scenario, the attitude of the customers towards organic food and their ultimate willingness to
purchase and pay premium prices for such food items has been explored by the author.
Examples
In different developed countries such as Hong-Kong or Australia, the different
individuals are always busy with their professional and personal life. They keep juggling
between maintaining their balance between the two. In such scenario, they forget to consume
healthy often and they end up eating the packaged food or instant food just by heating the same
which can be highly disastrous to consume every day. In such scenario, the organic food items
have come to their rescue wherein it is healthy yet tasty in nature. The most benefitted part of the
society are the working individuals who are preferring to eat healthy and maintain and follow a
strict diet. The organic food items play a vital role in maintaining their diet and help them in
improving the eating habits of customers within a short span of time as well.
Theory 4: Perceptions
Definition
As commented by Van Gestel, Kroese and De Ridder (2018), the perception of the
different customers is the marketing concept which helps in encompassing the awareness,
attitude along with consciousness of the different customers regarding the company and their
offerings in a particular manner. It is the process through which the different customers are
capable of creating the image of the brand or the product which are being purchased by them.
Studies of needs of healthy food consumption

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In case of the healthy food consumption, the perception and the attitude of the consumers
mainly depends on their way of consuming the different kinds of products. As commented by
Sulaiman et al. (2017), the typical organic food consumer is highly socially and environmentally
conscious and it helps them in consuming the food items which are high in protein. The most
effective attitude of the customers underlying the organic food purchase are high level of distrust
in the conventional food items. In addition, in the current scenario, the different women
customers are more preferring the organic food in comparison to men and there can be different
reasons behind the same- firstly, they are either really and highly conscious towards the
consumption of such food items or in order to stay in balance with their other friends in the
community, they try to consume the healthy and nutritious food even when they do not prefer the
same. As commented by Shafiq (2019), in such scenario, it has been noticed that there is high
usage of the different chemical pesticides used in the different food which are consumed by them
and in order to reduce the same, the customers prefer to consume the healthy nutritious organic
food which are free from pesticides and other chemical fertilizers.
Different arguments
As commented by Price, Bray and Brown (2017), from the different surveys, it has been
noted and found that healthy perceptions regarding the food consumption includes three
underlying notions or factors which are related to the origin of animal, preservation as well as
freshness or processing of the food items. On the other hand, as commented by Pilař et al.
(2018), only noticing the health and individual nutrients, the perceived kind of healthiness was
declining and it impacted the health of the individuals to a large extent as well. In the current
scenario, as opined by Peeters (2018), the perceptions of the customers towards the healthy and
organic food is that there should be lack of usage of pesticides and the other chemical fertilizers

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which impacted the beliefs of customers in a large manner. However, as commented by Madan
(2017), it may not be the scenario always and due to the same, it can be impacting the eating
patterns of the customers to a large extent as well.
Examples
In many instances, it has been noticed that the customers prefer and try to buy the
different food items which are labeled as nutritious and by checking the components. However, it
may not be true always as there are different kinds of food items which are being sold by the
companies are nutritious (Mohd Suki 2017). There are different organizations which are cheating
on their customers through providing the same kind of unhealthy food, however, the packaging
are different which makes the customers feel that they are consuming healthy. Such instances
occur in different parts of the world and it impacts the health of the individuals and it is the most
suitable marketing technique which is adopted by the different customers in an inappropriate
manner. These kinds of instances help in understanding the perception of customers towards the
consumption of the healthy food items as there are still 50% of the populations who are just
consuming unhealthy food based on the packaging of the food and they feel that such products
are healthy and nutritious for them.
Conclusion
Therefore, it can be concluded that motivation, perceptions, needs and attitudes are the
four major elements which play a vital role in managing preferences of the customers towards
the consumption of the healthy food. The organic consumption of the different food items is the
vital element which is the need of the current generation and it helps in managing the different
habits of the customers. In the current scenario, the main aspect among the different youngsters

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regarding consumption of the different organic or healthy food items are regarding showcasing
their status symbols and matching their preferences with the other friends. On the other hand,
there are very few individuals who prefer to consume food which are healthy as per their own
will and they really prefer to maintain a good diet and health effectively. The other point of the
study is the fact that people prefer to consume healthy food for maintaining their effectiveness in
order to manage their daily busy lives schedules both in personal and professional lives in an
easy manner.

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