A STUDY ON FACTORS INFLUENCING CONSUMER BEHAVIOUR TOWARD HEALTHY FOOD ACROSS DEMOGRAPHICS

ABSTRACT

The increasing awareness of health and wellness has significantly transformed consumer food choices. This study aims to analyze the factors influencing consumer behaviour toward healthy food across different demographic groups. A sample of 250 respondents was selected using a structured questionnaire. The study examines the impact of factors such as price, taste, health awareness, availability, and branding across age, gender, and income groups. Statistical tools including percentage analysis, mean scores, correlation, and regression were applied. The findings reveal that health awareness and taste are the most influential factors, while demographic variables significantly moderate consumer behaviour.

Keywords: [Consumer Behaviour, Healthy Food, Demographics, Health Awareness, Purchase Decision]