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Instead of using general food choice motives, this study adopts more specific attitudes – i.e. health consciousness and environmental attitudes – to predict the consumer's attitude toward organic foods. The main objective of the paper is to test the hypothesis whether health consciousness and environmental attitudes influence the consumer's attitude toward organic foods through an individual's healthy lifestyle.

Data were collected in Taiwan by means of a national self‐administered consumer questionnaire survey in this study. A series of regression models are used to detect how the mediating role of the healthy lifestyle construct plays in the relationships between the determinant factors (i.e. health consciousness and environmental attitudes) and the consumer's attitude toward organic foods.

The results are consistent with previous studies, which assert that concern for one's health and for the environment are the two most commonly stated motives for purchasing organic foods, with the former exceeding the latter in importance. In addition, the healthy lifestyle indeed exerts effective mediating effects on the positive relationships between health consciousness and environmental attitudes and the consumer's attitude toward organic foods. Therefore, a healthy lifestyle should be advocated to render the consumer's attitude toward organic foods more positive.

Based on the findings, the selection of advertising messages, social interaction and so forth should revolve around the issues of health consciousness, environmental attitudes, and healthy lifestyle in the future.

This study is one of the first to examine the mediating effect of a healthy lifestyle that bears on organic foods. The empirical findings from this study are expected to benefit the continued development of the organic sector in Taiwan's food industry.

Health is an essential issue in the motivation to eat organic food. The aim of the study is to investigate the relationship if people who have a positive view of a healthy lifestyle (want to live healthy) have an influence on the tendency to buy organic food.

The analysis of secondary data dealing with the issue was supplemented by primary data. In order to meet the main aim, a preliminary objective was set which was to determine the influence of socio-demographic factors on the recommended lifestyle. Specifically, the largest statistically significant difference in influence on healthy lifestyle was gender, followed by education and age. The survey was conducted in the period of January–May 2019 on a sample of 1,373 respondents from Slovakia.

The data was evaluated by means of selected specific statistical methods (Kruskal–Wallis test, Man-Whitney test and Decision tree methodology). The results of the research verified that the lifestyle of Slovak consumers has an influence on the consumption of organic products and that people who practise healthy eating buy organic food more often. Our research has shown that lifestyle is increasingly influencing consumer purchasing behaviour.

The results showed that today's healthy lifestyle increases the demand for healthy food among potential consumers. Furthermore, the presented results of our research in Slovakia could establish some basis for conducting similar research in other European countries.

The purpose of this study is to propose a research framework to examine the effects of consumer consciousness, food safety concern and healthy lifestyle on the attitudes toward eating “green” simultaneously in a single study. Besides, the mediating role of healthy lifestyle in forming a positive attitude toward eating “green” is also examined in this study.

A questionnaire-based approach was applied in this study. The unit of analysis was individual consumer (aged 18 years and above) who lived in Klang Valley, Malaysia. PLS-SEM was used to test the structural relationship of the constructs in the model based on the 300 useable data collected.

The results indicated that health consciousness, food safety concern and healthy lifestyle have a significant effect on attitudes toward eating “green”, whereas environmental and price consciousness did not have such effect. A healthy lifestyle also mediates the relationship between health consciousness and attitude toward eating “green”. An individual’s healthy lifestyle that focused on physical health-related activities will increase the effect of consumer health consciousness on their attitudes toward eating “green”.

The outcome of this study provided deeper insights for firms to assess the feasibility of entering or expanding their operations in the green market with more enduring and effective sales and marketing strategies.

Consumers’ acceptance of or resistance toward organic food had become the centre of the research focus by the academician and the industrial practitioners over the years, despite the inconsistencies of the results obtained to predict such behavior. In this study, besides examining the direct effect of the proposed variables on the attitudes toward eating “green”, the mediating role of a healthy lifestyle in forming such attitudes was also examined.

The purpose of this paper is to ascertain if practising healthy lifestyles improves the technical efficiency of farms in Kwara state, Nigeria. In theory, all deviations from the optimum level of output are due to random effects and inefficiency of producers in which their health plays a key part and is dependent on the kind of lifestyle practiced whether healthy or unhealthy.

Cross-sectional data were employed through a three-staged sampling technique to pick 320 arable crop farmers across the state using a well-defined questionnaire. Data analysis was carried out using descriptive statistics, healthy lifestyles index (HLI), stochastic production frontier (SPF) and propensity score matching (PSM).

First, the analysis showed that about one-third of the sampled arable crop farmers practised healthy lifestyles. Second, the average technical efficiency of arable crop production for farmers who practised a healthy lifestyle was 0.893, and the level of technical inefficiency of the farms was determined by health-related lifestyle status, number of day's illness and educational level. Third, technical efficiency was improved by 0.00431067 for farms whose farmers practised a healthy lifestyle.

Rather than seeing that technical efficiencies of farms are attributed to farm characteristics, inputs used and socioeconomic characteristics alone, the findings suggest that technical inefficiencies of arable crop farmers were also due to the kind of lifestyle practised, which was evidenced in the increased efficiency for farmers who practised healthy lifestyle.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-05-2023-0353

This chapter focuses on the healthy lifestyle desideratum stretching out of the public policy realm to become a business interest in established and emerging economies. It is argued that retailers, through their marketing and social responsibility strategies, evolve into promoters of a healthy lifestyle at both social and individual levels. The selected examples from Poland illustrate how food retailers, particularly fast-moving consumer goods (FMCG) retailers, respond to the healthy lifestyle desideratum within an emerging economy.

A qualitative approach is taken. The role and potential activities of retailers to promote a healthy lifestyle are identified by theoretical studies. Then, retailers’ involvement in developing the ‘health and wellness’ market segment as a market opportunity is justified by analyses of competitive trends in Polish retailing. The marketing and corporate social responsibility (CSR) practices of leading Polish retailers (representatives of different organisational forms) contributing to the development of a healthy lifestyle are presented. Data are drawn from companies’ web pages, interviews, magazines and research agencies.

Recent experience in Poland confirms the finding from previous research that the retail sector in emerging economies is rapidly progressing towards catching up with well-established practices in developed countries. On the demand side, this process is fostered by the rise of middle-class consumers, while on the supply side, the key driver is the fierce competition among international chains and domestic distributors.

Examples drawn from Polish retailing represent good business practices, the relevance of which stretches beyond their local context and renders these business practices shareable.

Awareness is raised of the importance of progressing towards a healthy lifestyle; pragmatic advice is provided on how retailers from an emerging economy can enable changes in consumers’ behaviour.

The business focus on healthy lifestyle development fills a knowledge gap since health science perspectives still prevail in mainstream research on the topic.

The purpose of this paper is to investigate the factors that drive or impede the intention of Indonesian consumers to perform regular medical checkup (MCU).

This study begins with an ethnographic study to ascertain the determinant factors that motivate or hinder an individual from performing regular MCU. The study involved stakeholders in various health services providers, including patients and medical professionals. The quantitative part of this study focuses on “preventive” segment of consumers. A survey was conducted covering 303 respondents, consisting of two sub-segments of people labelled “healthy lifestyle” and “unhealthy lifestyle”.

Consumer behaviour with regards to needs for MCU must be categorised not based on demographics, but their health status – preventive or curative. The “preventive” group was found to have differences in triggers and barriers between the healthy vs unhealthy lifestyle subgroups. For the “healthy lifestyle” subgroup, the determining factors for a regular MCU are the perceived benefit of action, social deviance, and cost perception. For the “unhealthy lifestyle” subgroup, the determining factors for a regular MCU are the social deviance, disease heritage, belief in traditional medicine, no urgency and cost perception.

The qualitative study part indicated the differences between two segments: preventive vs curative. The quantitative study part is only conducted in the preventive segment and not covering the curative segment. It would be interesting to see the differences between these two segments.

Implication of study: to create contextual marketing communication in each stakeholders/segments – to reach the marketing objectives. Different segment has different issues to handle and need a different marketing communication programme.

Previous studies have focused on analysing the differences in groups based on their demographics, which does not illustrate a homogenous need for an MCU. This study contributes by addressing that researchers must differentiate between “preventive” and “curative” groups. Additionally, the study of triggers and barriers has interestingly found that the determinant factors for healthy and unhealthy lifestyle are not the same.

Obesity is today’s most neglected, yet blatantly visible, public health problem. This study aims to examine the role of social media and goal-directed behavior in motivating healthy lifestyle intentions for customers experiencing obesity. It investigates the distinct roles of self-conscious emotions (shame and pride) and weight-transformational posts shared by others on social media as moderators of these relationships.

The conceptual model uses the goal-directed behavior theory and social comparison theory, tested using data collected from 804 obese customers in Fiji through an experimental design.

Weight-loss transformation posts by others on social media, elicit distinct emotions for obese customers. Obese customers who felt guilt and shame due to shared weight-loss transformation posts showed a stronger association between goal disclosure and healthy lifestyle intention. In addition, the association between goal disclosure and healthy lifestyle intention is conditionally mediated by goal commitment, specifically for those obese customers that elicited guilt over shame due to shared weight-loss transformation posts by others on social media.

Despite the adoption of an experimental design using a fictional stimulus being a commonly used method in marketing studies, external validity issues are likely. Also, this study examines obese customer behavior relating to Facebook. In addition, data collection for this study has been done from a single country perspective. Therefore, caution needs to be exercised when generalizing the findings of this study.

The findings assist businesses and marketers in the health and fitness industry to better leverage social media and goal-directed behavior and understand the emotions of obese customers to undertake data-driven precision marketing strategies.

The findings provide novel insights into goal disclosure and commitment, electronic word-of-mouth on social media platforms, self-conscious emotions and healthy lifestyle intentions for customers experiencing obesity.

The present study aimed to discover whether there are any differences among people in healthy eating and nutrition consciousness when they eat out at restaurants. Also, the study aimed to determine what relationship exists between consumers' lifestyle and their behavioral intention to eat healthily when dining out. In addition, the study investigated the relationships between restaurant attributes and consumers' intention to eat healthily when dining out.

This study posits that restaurant attributes have an impact on consumers' intention to order healthy meals at a restaurant. Questionnaires were distributed and collected over a two-month period in south Florida. Respondents were asked to indicate on a five-point scale their considerations when selecting a restaurant and particular ingredients in the food when dining out. The study analyzed the data using one-way ANOVA and Games-Howell test in order to find that considerations about nutritional components when choosing a meal at a restaurant. Also, multiple regression was run to determine the relationship between lifestyle and restaurant attributes and intention to order healthy food at a restaurant.

Most of the respondents (76.5 percent) were concerned about their weight; however, only 26.7 percent of the respondents were actually on a diet. Of the respondents 33 percent knew about MyPyramid (USDA), which is an updated version of the Food Pyramid (USDA). Based on the results of one-way ANOVA and Games-Howell test, the study found that considerations about nutritional components when choosing a meal at a restaurant differed according to consumers' knowledge of health issues, weight concerns, gender, age, and marital status. Also, the results of multiple regression suggested that lifestyle, offering variety of healthy food, and services were significant predictors of consumers' intention to order healthy food at a restaurant, whereas other attributes of restaurants were not significant predictors for the ordering of healthy food.

This study has contributed unique and extended conclusions from previous studies and has given consumers a better understanding about particular nutritional components in order for them to take advantage of the recent trend in more healthy foods being available at restaurants. The results of this study revealed that restaurants' marketing strategies for healthy food need to target consumers whose lifestyle promotes a healthy life in terms of regular exercise, dietary plans, or eating food considering the FoodPyramid, rather than target consumers whose lifestyle is less healthy. However, the results of this study also suggest that the offering of healthy food and good services do have effect on consumers' consideration to order healthy food.

This paper aims to examine the concept of wellness as a form of healthy lifestyle in tourism settings.

Data were collected through a self-complete questionnaire administered to a sample of guests staying in wellness hotels in Croatia. These data were processed using univariate statistics (general description of the sample), cluster analysis (segmentation purposes), multinomial regression analysis (profiling the clusters) and confirmatory factor analysis (confirmation of wellness-related lifestyle).

Six wellness-related lifestyle dimensions (diet, fitness, social interactions, cultural diversity, health awareness and personal development) were confirmed, and four segments emerged (high-level wellness, diet- and health-oriented, fitness-oriented and low-level wellness clusters). They differed in their travel motivation.

This paper suggests a wellness-related lifestyle scale that integrates the elements of wellness intervention models and healthy lifestyle, confirms the link between healthy lifestyle and travel motivation and establishes the importance of the social, intellectual and spiritual dimensions of a tourist’s lifestyle.

The aim of this paper is the analysis of teenage consumers with varying degrees of healthy and unhealthy lifestyle habits and different healthy and unhealthy eating behaviours and food involvement, and its effects on packaging cues. At the same time, the paper tries to analyse the moderating role of gender.

With a sample of 589 (316 girls and 273 boys) young consumers (14–17 years old) and using SEM methodology, this paper tested a theoretical model related to the association between health, food, packaging cues and gender differences.

Among teenagers, healthy habits (sports) and healthy eating behaviours affect positively food involvement (p < 0.01 in both cases), and food involvement is positively related to informative packaging cues (p < 0.05). There are some differences between girls and boys. For example (1) there is a significant relationship between your consumers' sports activities and food involvement, and young consumers' healthy eating behaviours and food involvement. (2) More food-involved teenagers are those consumers that significantly read more carefully the packaging labels. Or (3) gender could be considered as a variable able to moderate the relationships between health and unhealthy lifestyle habits and eating behaviours, food involvement and packaging decisions.

The present paper tries to fulfil some literature gaps by developing a study with teenage consumers to solve three main questions/objectives: (1) Do healthy behaviours affect teenagers' food involvement? (2) Does teenagers' food involvement affect teenagers' packaging perceptions? and (3) Do girls and boys differ in their food packaging perceptions?