Health consciousness and health food purchase intention.

M. Tech. MarketingThe constant changes in consumers' way of life are accompanied by a growing number and variety of food-related diseases that tend to increase the health perceptions in terms of food products that people consume. Consumers now support actions to enhance a healthier lifestyle and to be more sensitive to factors that affect their health. For enterprises that are involved in the food production system, it becomes one of the most significant issues to understand what food products are good for people's health and what the determinants are of consumers' purchase intentions that encourage or discourage their purchase intentions in terms of food products. Little research has been done previously on the critical determinants that encourage or discourage consumers' purchase intentions when buying health foods in the South African context. Based on the scant literature on these concepts, this study was undertaken to investigate the level at which students' health-consciousness influences their purchase intentions for health-food products when making a purchase