She has given me many comments and advice, which is invaluable for my thematic study. I am very grateful for her inspiration and knowledge, which provide a very good guideline for my research. I am also grateful to all my classmates at CMMU for their encouragement, support and friendship. We share many experiences together that are a valuable and happy moment during the entire period of my studies.
Furthermore, I would like to thank my supervisors at work for their support and patience during my study period. Finally, I would like to give special thanks to my family for their encouragement and support until I complete my Masters. The changing environment and concern about health issues may mean that health food and related products will continue to grow in sales for many years.
The future direction of healthy food is expected to continue on a positive path due to the high awareness of urban consumers. The purpose of this study was to discover the key factors that have made the healthy trend popular in recent years.
INTRODUCTION 1
Expected Benefits 3
After identifying the main determinants of healthy food, a set of recommendations can be made to any entrepreneur who is interested in opening a business related to healthy food. This research focuses on the key success factors that influence people to become concerned about healthy eating. This research can be useful for the health food business because it analyzes the key success factors of the trend.
Research Framework 4
LITERATURE REVIEW 5
Determinants of Healthy Food Consumption 5
- Health Concern 5
- Social Influence 6
- Consumer demographic profile 6
- Perception of organic foods 7
- Generation 7
- Internet with Online and Social Network Channel 8
- Influence from Celebrity 9
Food choice can be influenced by social factors, even when people eat alone. People can develop their attitudes and habits through the interaction with other people (Feunekes et al., 1998). The researcher found that the reference about customer profile who will buy healthy food that consumers with higher levels of education tend to have more positive attitudes (Magnusson et al., 2001; Hill and Lynchehaum, 2002; Wier et al., 2003) and are more willing to pay a high price for organic products (Jolly, 1991; Wandel and Bugge, 1997). Gender is one of the factors that make them buy healthy food and women are more likely to buy organic food (Davis et al., 1995; Wandel and Bugge, 1997) and also have a more positive perception towards organic food than men (Lea and Worsley, 2005).
Research also shows that consumers who pay for organic food have higher income levels than non-buyers (Grunert and Kristensen, 1991; Magnusson et al., 2001). The research also shows that younger consumers seem to think more positively about buying organic food, which is why they are willing to pay a higher price for a healthy product, but they buy little. Research shows that the consumption of organic food, together with attitudes towards organic food, is relevant to the perception of health benefits (Jolly, 1991; Davies et al., 1995).
Organic food buyers will have more awareness about health and food risks compared to non-organic food consumption (Davies et al., 1995). This information shows that food and healthy eating habits are considered an important factor by a large group of people. Another research finds the same result that the Baby Boomer generation has more concern about health issues and is willing to buy product with less fat, less sugar, less cholesterol, less sodium and consume high fiber products compared to the younger population.
The generations most willing to pay a premium price for all things healthy are Generation Z and Millennials. Online social media plays an important role now and today 91% of online adults use social media regularly (Tom Funk, 2013). NewsLifeMedia's Moving Minds research shows that 62% will read or look at reviews online before buying something and 33% will look for information from food websites, while 13% will look for information from blogs and 11% from social media.
There is the same result of www.postcontrolmarketing.com that people seek online opinions from bloggers and their social media communities for food purchasing decisions. They also often use social media to access information about food and nutrition and prefer to ask friends on Facebook or Twitter for recipes rather than reading a cookbook. People tend to pay more attention to celebrity ads because they seem more credible than non-celebrity ads.
RESEARCH METHODOLOGY 10
- Research Design 10
- Population and Sampling 10
- Data collection 11
- Data analysis 11
- Demographic profiles of respondents 13
- Factors toward eating healthy food 13
- Health Concern 13
- Weight Control 20
- Influence Trend from Social Media and Celebrity 20
- Influence from Friends and Families 20
- Limitations of the study 21
The method used for data collection will be a face-to-face interview with a list of open-ended questions to explore the attitude towards healthy food and the main determinants of healthy food consumption. First, I interview to see their individual determinants of eating healthy food to understand individual reason, perception and background. Second, I interview to see the external influence on healthy food consumption to see the effect of environmental and social factors that influence their decision.
The interview can be organized as an informal conversation so that the interviewee feels more comfortable sharing his or her stories. The interview takes approximately 20-30 minutes per person. The data will show the factors that drive them to eat healthy foods as well as profiles of consumer demographics. The data was collected through in-depth interviews with 10 respondents who eat healthy foods. The results showed that majority of the respondents consumed healthy food with the reason that they got impact about the healthy trend from media and celebrities resulting in respondents 5 out of 10, followed by reason for weight management 2 out of 10, health concerns 2 out of the 10 and the influences of family 1 in 10 accordingly.
I don't want to have any health problems when I'm older, so I'll decide to eat healthy from now on.” I think that healthy food has more benefits than normal food in terms of minerals, proteins, vitamins and good fatty acids. But that doesn't mean you only have to eat fruits or vegetables; you need to balance the whole food intake to gain weight. the most benefit to your health.” I think that healthy eating has more benefits than normal eating because you can ensure that you get all the nutrients needed in a balanced diet, but with a low fat content and within the daily calorie intake.
It is so easy to eat healthy these days because there are many applications on the mobile phone to search for healthy menu.”. There is no logical reason for me to eat healthy food, I just follow my family to eat. My mom cooks me healthy food every morning, so it's not difficult for me to start my day with a healthy meal."
This finding can provide healthy food companies with insight into how to use this information to further develop their businesses. That's why people turn to healthy foods because they want to feel like they're losing weight and then feel better about themselves. This group of people have a good attitude towards healthy food and consume it because they believe that the healthy food can help them achieve their goal.
If they switch to eating healthy food, it will benefit both themselves and the healthcare industry. This study shows that people can be influenced to eat healthy food by friends and family because they usually eat together quite often.
