The analysis of consumer purchasing behaviours in relation to the choice of healthy choice symbol (HCS) products

Abstract

The notion of healthy living has become anything but foreign to Singaporeans. Over the years, the Healthy Promotion Board (HPB) has launched numerous lifestyle campaigns to raise awareness of the importance of having a healthy lifestyle while practicing active living. Our study aims to investigate the factors that influence consumers’ purchasing behaviours. A total of 402 valid, unduplicated responses were used to examine the structural model. The variables that we examined include pricing, nutritional labels, visuals, informational prompts, age, gender and the number of people living in the same household. With the use of STATA, we carried out regression analysis and found pricing, positive informational prompts, age and gender to be statistically significant. These findings can potentially be used for large scale public health intervention.