You are what you eat: Customers’ perspective towards healthy food options

https://doi.org/10.70228/CBJ2022041

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ABSTRACT

The predominance of fast food and the alarming rates of obesity and other related illnesses brought by poor eating habits prompt consumer awareness in food selection.  There is indeed a specific question of whether customers, as of today, are even aware of the foods they consume and which foods they consider healthy.  The study therefore aims to investigate customers' perspectives on healthy food selection and raise awareness of the practice of beneficial consumption.  It identified the demographic profile of participants' levels of knowledge about healthy food, motivations for healthy food selection, and, lastly, what effective healthy marketing campaigns can be as a means to assess customers' perspectives.  A descriptive design is employed to present the overall results, comprising a group of 206 consumers aged 18-50 years, including both males and females.  The data indicated that women were more likely than men to consider healthy eating.  Data also imply a greater likelihood of proactively taking healthy initiatives, given emerging options for healthy eating and the ever-increasing awareness of wellness. Furthermore, consumers have come to understand that healthy food should be fresh and natural.  Consequently, restaurants are inclined and recommended to increase such efforts to promote the concept by broadening their means of varied resources.  The food service industry and its consumers can benefit from making informed food choices and raising awareness of the importance of functional eating.

Keywords: healthy food options, nutrition, fast foods, obesity