文章基本信息

标题：Model of the Consumer Switching Behavior Related to Healthy Food Products
本地全文：下载
作者：Anas Hidayat ; Tony Wijaya ; Asmai Ishak 等
期刊名称：Sustainability
印刷版ISSN：2071-1050
出版年度：2021
卷号：13
期号：6
页码：3555
DOI：10.3390/su13063555
语种：English
出版社：MDPI, Open Access Journal
摘要：This study aimed to examine the effect of customers’ attitudes, subjective norms, and perceived behavior control on their intention to switch to healthy food products. This research also tested brand awareness as a moderator of customers’ behavioral choices to switch to healthy food products by switching behavior. The study was conducted by distributing a questionnaire. It involved 318 participants and employed partial least square regression as the data analysis method. This study shows the significant influence of customers’ attitudes on their switching intentions toward healthy food products, and perceived behavior control significantly influences customers’ switching intentions toward healthy food products. Customers’ perceived behavior control, as well as their intentions to switch toward healthy food products, significantly influences their switching behavior. Brand awareness has a moderate influence on customers’ intentions to switching behavior on healthy food products. This study contributes to developing the model of customer behavior in switching from fast food products to healthy food products. This study reveals that subjective norms do not significantly influence the switching behavior of customers.
关键词：switching behavior; switching intention; brand awareness; healthy food