Author(s): Nishchala Sripathi, Ranjit Kumar Dehury and Surya Neeragatti
The growth of the packaged food sector in India can be attributed to several factors, including urbanization, rising disposable incomes, the emergence of organized food retail, and shifts in both lifestyles and food consumption patterns. Increasing health consciousness among consumers after the pandemic covid-19 is the leading cause of demand for healthy packaged foods. The theory of planned behavior is used in many industries to understand the customer’s intentions and behavior. This study aims to investigate subjective norms' direct and indirect impact on the purchase intention of healthy packaged food products in India. The indirect impact is measured using health consciousness and nutritional label as constructs which are mediating the relationship. Healthy packaged food offers convenient and accessible options for busy individuals, leading to better health outcomes such as weight management and reduced risk of chronic diseases. It also supports sustainable farming practices, reduces food waste, and addresses issues related to food security and accessibility. This study utilized a well-designed survey instrument adapted from previous studies, which was circulated online to collect data. A sample of 657 is collected and usable samples are 554. Data analysis was done using a structural equation model (SEM) with the help of Smart PLS 4. The combination of these factors provided valuable insights into the factors that influence consumer behavior in the context of healthy packaged foods in India. The results of the data analysis show subjective norms, health consciousness, and nutritional label have a significant impact on purchase intention. A parallel mediation model is created where both health consciousness and nutritional label positively mediate the relationship between subjective norms and purchase intention. This study extends the literature in healthy nutrition adoption and consumption areas by showing the mediating effect of health consciousness and the nutritional label. Based on the study's findings, marketing professionals and retailers should develop strategies that focus on highlighting health benefits in nutritional labels and raising consumer awareness to encourage them to make health-conscious decisions while purchasing healthy packaged foods.