Does consumer healthy lifestyle influence the consumption patterns of Malaysian consumers?
This paper was designed to examine the effects of price and place on the consumption patterns of healthy food and a healthy lifestyle, as well as the mediating effects of a healthy lifestyle between the specified linkages. A quantitative research design approach as selected, and a questionnaire was formulated for primary data collection. The variables were measured using 21 items sourced from previous studies. The systematic sampling technique assessed all the items using a five-point Likert Scale, with 500 questionnaires distributed to academicians from four Malaysian Universities. A total of 357 responses were received, representing a 71.4% response rate. The analysis utilized Partial Least Squares (PLS) regression and descriptive methods. The findings suggest that there is a direct relationship indicating that consumers’ healthy lifestyle, price, and place are significant predictors of consumption patterns. Furthermore, the mediating effects of a healthy lifestyle show that it plays a significant role in mediating the relationship between price and place with consumption patterns. Malaysian consumers have a strong concern about healthy food consumption patterns. It is recommended that managers prioritize strategies that place more significance on promoting a healthy lifestyle in the context of healthy food consumption patterns. The study also discusses the implications for various stakeholders, along with its limitations, and provides recommendations for future research.