Model of the Consumer Switching Behavior Related to Healthy Food Products

Anas Hidayat, Tony Wijaya, Asmai Ishak, Sri Rejeki Ekasasi and Guruh Ghifar Zalzalah
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Anas Hidayat: Management Department, Faculty of Business and Economics, Universitas Islam Indonesia, Yogyakarta 55283, Indonesia
Tony Wijaya: Management Department, Faculty of Economy, Universitas Negeri, Yogyakarta 55284, Indonesia
Asmai Ishak: Management Department, Faculty of Business and Economics, Universitas Islam Indonesia, Yogyakarta 55283, Indonesia
Sri Rejeki Ekasasi: Management Department, Sekolah Tinggi Ilmu Manajemen, Yayasan Keluarga Pahlawan Negara, Yogyakarta 55284, Indonesia
Guruh Ghifar Zalzalah: Management Department, Faculty of Business, Universitas Persatuan Guru Republik Indonesia, Yogyakarta 55581, Indonesia

Sustainability, 2021, vol. 13, issue 6, 1-12

Abstract: 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.

Keywords: switching behavior; switching intention; brand awareness; healthy food (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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