Research Project on Health Food Consumption and Consumer Behavior

This research project investigates consumer attitudes and behaviors toward health food consumption within the food industry. The study examines the influence of health consciousness, price sensitivity, and other factors on consumer choices. The project includes a literature review, research objectives, methodology (descriptive research design, random and convenience sampling), and data analysis using SPSS. The objectives are to identify consumer behaviors, evaluate factors influencing healthier food choices, assess the impact of unhealthy food options, and recommend measures for the food industry to promote health and well-being. The research aims to understand how consumers' attitudes have changed over time and its significance in promoting better health through healthier food consumption. References include sources such as Basha et al. (2015), Lee & Yun (2015), and Paul, Modi & Patel (2016).

Running head: RESEARCH PROJECT
Research project
Name of student
Name of University
Author note

1
RESEARCH PROJECT
Table of Contents
Research overview and justification..........................................................................................3
Condensed Literature review.....................................................................................................3
Research objectives....................................................................................................................4
Methodology..............................................................................................................................5
Significance of the research of the project.................................................................................6
References..................................................................................................................................6

2
RESEARCH PROJECT
Project Title: To conduct research on the attitudes and behaviours towards
consumption of health food within the food industry
Research overview and justification
Considering the fact that research is being done for analysing the attitudes and
behaviours of individuals towards healthy food consumption within the food industry, it is
important to discuss about the various aspects that have been focused on by the business to
introduce healthier food options for catering to the needs of people effectively. Though price
is an important factor that influences consumer behaviours, still, nowadays, consumers have
been willing to provide a premium amount of money for the healthy food options that are
made available in the marketplace (Lee & Yun, 2015). The rising health issues such as
obesity, heart related problems and overweight are major issues experienced by people
nowadays and thus the behaviours and attitudes among people have changed towards
consumption of healthy food items that can improve their health and wellbeing, furthermore
influence their buying behaviours too within the food industry.
Condensed Literature review
According to Basha et al. (2015), with the emergence of numerous healthy related
issues and problems, consumers have become aware of maintaining healthy lifestyles and at
the same time, focus on the selection of healthy food items that could improve their health
and wellbeing largely. Not only the price, but also the health consciousness among the
customers has largely influenced them and it is a major factor that has driven them towards
choosing healthy food items and fulfil their needs and preferences largely (Basha et al.,
2015). To ensure fulfilment of the interests and preferences, the food industry has also
managed this trend by introducing a wide range of new food items consisting of health
related claims and images, which are considered as organic and functional because of the

3
RESEARCH PROJECT
features that could improve the health of people. The objectives have been to make
assessment of the buyer behaviours and attitudes towards healthy food consumption and also
to evaluate the various factors that have resulted in influencing the customers to choose
healthier food options within the food industry (Paul, Modi & Patel, 2016). As stated by Wee
et al. (2014), consumers are, at present, have become conscious about their health and thus
they are even not bothered at buying the healthy food items at premium price.
Considering the information presented in the previous research, it is a primary
research and thus the methodologies are based on the research design, approaches, strategies
and also approaches undertaken for the collection and analysis of data, both qualitative and
quantitative. The information should further assist in establishing a link between the
variables, i.e., the dependent and independent variables, furthermore ensure conducting the
research effectively and draw the best possible outcomes all throughout (Aschemann-Witzel,
Maroscheck & Hamm, 2013). A major gap experienced in the literature could be the lack of
focus on the other factors that can also divert the mind set of consumers and make them
inclined towards healthier food options.
Research objectives
 To identify the behaviours and attitudes of consumers towards consumption of
healthy food within the food industry
 To evaluate various factors associate with the influence of consumers towards
consumption of healthier food options
 To assess the impacts of consuming unhealthy food options that can influence the
customers to choose the right and healthy food items
 To recommend necessary measures for the food industry in promoting health and
wellbeing of people with the help of healthy food consumption

4
RESEARCH PROJECT
Research question
How can the behaviours among the consumers be influenced towards consumption of health
food within the food industry?
Sub questions
How the behaviours of consumers does influenced towards healthy food consumption within
the food industry?
What are the various factors related to the influence of consumer buying behaviours towards
healthier food options?
What could be the probable impacts of consuming food, which have resulted in diverting the
mind sets of consumers towards consuming healthier food items?
What are the most suitable measures recommended to improve health and wellbeing of
individuals?
Methodology
Based on the design of the research, the descriptive research design is recommended
by the researcher to focus on the existing research materials, which further can assist in
generating new ideas, opinions and acquire information for conducting the research
effectively. It would also allow for linking the variables and create scope for the development
of a hypothesis required during the latter part of the research (Flick, 2015).
Considering the primary research, the random sampling method should enable
selection of a group of people from a large heterogeneous group and then acquire their
responses trough survey process while the non-probability convenient sampling could be
effective for acquiring the responses of the managers with the help of an interview session

5
RESEARCH PROJECT
conducted, based on their convenient time (Vanhonacker et al., 2013). The sample size has
been chosen as 50 customers and 5 managers of the organisations within the food industry.
The primary data consisting of qualitative and quantitative data must be gathered to
conduct the research effectively. The quantitative data should be gathered by distributing
survey questionnaires where the respondents need to provide their responses while the
qualitative data could be gathered by conducting interviews with the managers of
organisations within the food industry. The secondary sources are assessed such as various
journals, articles, documents and statistical reports for drawing information easily (Mackey &
Gass, 2015). The analysis of the data could be done with the use of SPSS tool, which should
represent the data and information in graphical formats, tables and pictures for easily
understandable by the researcher.
Significance of the research of the project
The research has been conducted to ensure that the topic is being focused on with the
assessment of how the consumers’ behaviours have changed with time towards the
consumption of healthy food within the food industry. The objectives presented us about an
idea about the various factors that might influence the consumers’ behaviours towards the
choice of healthier food while this would create an environment where better health and
wellbeing should be promoted through healthier food consumption (Lee & Yun, 2015). The
collection of data, sampling techniques used and design followed in the research could also
assist the researcher to gain insight about the research in details, furthermore ensure deriving
positive outcome and maintain the values, ethics and authenticity of the research too.

6
RESEARCH PROJECT
References
Aschemann-Witzel, J., Maroscheck, N., & Hamm, U. (2013). Are organic consumers
preferring or avoiding foods with nutrition and health claims?. Food Quality and
Preference, 30(1), 68-76.
Basha, M. B., Mason, C., Shamsudin, M. F., Hussain, H. I., & Salem, M. A. (2015).
Consumers attitude towards organic food. Procedia Economics and Finance, 31, 444-
452.
Flick, U. (2015). Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Lee, H. J., & Yun, Z. S. (2015). Consumers’ perceptions of organic food attributes and
cognitive and affective attitudes as determinants of their purchase intentions toward
organic food. Food quality and preference, 39, 259-267.
Mackey, A., & Gass, S. M. (2015). Second language research: Methodology and design.
Routledge.
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of
planned behavior and reasoned action. Journal of retailing and consumer services, 29,
123-134.

7
RESEARCH PROJECT
Vanhonacker, F., Van Loo, E. J., Gellynck, X., & Verbeke, W. (2013). Flemish consumer
attitudes towards more sustainable food choices. Appetite, 62, 7-16.
Wee, C. S., Ariff, M. S. B. M., Zakuan, N., Tajudin, M. N. M., Ismail, K., & Ishak, N.
(2014). Consumers perception, purchase intention and actual purchase behavior of
organic food products. Review of Integrative Business and Economics Research, 3(2),
378.