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Factors Affecting Young-Adult Consumers’ Attitude On Healthy Food Consumption And Dietary Catering Purchase Intention

Felia Rizkita Januardi, Nila Armelia Windasari


Abstract. Health factors on food preference has become an important aspects on consumer motivation and impact company to develop their strategy in food industry. This trend perceived as new business opportunities in Indonesia which is dietary catering business where businesses that provide food for customers who need healthy and nutritious food for health at a remote site. However, the consumer attitude on towards food choices from expected health benefits are not uniform across individuals. Therefore, The result of this study will give an insight to the dietary catering services and other healthy food related business on how to understand their consumer needs through their internal values and recommendation on how to create marketing strategies by escalate those values to the target market. The author will collect the data directly from consumer sides with in depth interview and online questionnaire. This research using Value Attitude Behaviour Model as the main framework. This study is using SEM SmartPLS as the main software to run the data. The results shows that health beliefs and disease prevention are the underlying factors that affected people consuming healthy food and it also affected their intention to purchase dietary catering

Keywords: Healthy; Healthy Food Consumption ; Customer Attitude; Value Attitude Behavior; Dietary Catering; Purchase Intention


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