Determinants of healthy eating intentions among young adults

This research examines the motivations and barriers to healthy consumption among young adults. To empirically determine these factors, hypotheses were stated and the model validation was performed through the Fuzzy Sets approach. Results show a positive effect of food-related self-efficacy (FRSE), consumer healthy habits (CHH) and the willingness to pay for healthy eating (WPHE) on healthy eating intention (HEI) and the attitude toward personalized nutrition (APN). Customer health concerns (CHC) moderated the correlation between CHH, WPHE and HEI. APN mediated the relationship between CHH, FRSE, customer perceived barriers (CPB), WPHE and HEI. Therefore, this study ascertains the significant determinants of healthy consumption among young adults.