Analysis of the Influence of Lifestyle, Consumer

Preferences, Health Awareness, and Sales Promotion on

Purchase Intention for Healthy F&B

*Ghaniyya Kyanfaiza1, Ariella Heliyawan2, Nasrina Zahra3

1
Department of Business Creation, Faculty of Business, BINUS University, Tangerang, Indonesia
2
Department of Business Creation, Faculty of Business, BINUS University, Tangerang, Indonesia
3
Department of Business Creation, Faculty of Business, BINUS University, Tangerang, Indonesia
Correspondence*:
Address: Jl. Jalur Sutera Bar. No.Kav. 21, RT.001/RW.004, Panunggangan, Kec. Pinang, Kota Tangerang, Banten 15143 Phone: 0804 169 6969.

Abstract

Objective: This empirical study aims to unravel the intricate dynamics shaping consumers' Purchase Intention
for Healthy Food & Beverage (F&B). The research delves into the multifaceted relationships among Lifestyle,
Consumer Preferences, Health Awareness, and Sales Promotion on Purchase Intention for Healthy F&B.

Design/Methods/Approach: The research employed a quantitative approach, using a questionnaire

distributed through social media platforms. A total of 200 respondents participated. The survey encompassed
indicators probing Lifestyle, Consumer Preferences, Health Awareness, and Sales Promotion on Purchase
Intention for Healthy F&B. Statistical analyzes such as descriptive statistics, regression analysis, and correlation
coefficients were employed to scrutinize the dataset.

Findings: The study's findings corroborate the significant influence of Lifestyle, Consumer Preferences, Health
Awareness, and Sales Promotion on consumers' Purchase Intention for Healthy F&B. Each variable exhibited a
substantial relationship with Purchase Intention, indicating their pivotal role in steering consumer choices
towards healthier food and beverage options.

Originality/Value: This study contributes with existing literature by synthesizing diverse yet interconnected
perspectives on consumer behavior towards healthy F&B. It delves into nuanced aspects of lifestyle,
preferences, awareness, and promotions, elucidating their collective impact on purchase intentions. The
research bridges gaps in understanding and offers a comprehensive framework for delineating consumer
behavior in this domain.

Practical/Policy implication: Given the results, businesses can tailor marketing strategies to align with
health-conscious consumer preferences, fostering a healthier food environment. Policymakers may consider
initiatives promoting informed dietary choices, while health advocates could design targeted awareness
campaigns emphasizing the benefits of healthier food options to encourage widespread adoption.

Keywords: Lifestyle, Consumer Preferences, Health Awareness, Sales Promotion, Purchase Intention

JEL Classification: M42, M48

1. Introduction

The study delves into the multifaceted dynamics influencing the Purchase Intention for Healthy Food &
Beverage (F&B), considering a spectrum of factors outlined in prior research. Kim & Lee (2013) elucidates the
substantial impact of Lifestyle of Health and Sustainability (LOHAS) in forming preferences for healthy food,
emphasizing its pivotal role in driving Purchase Intention for such products. Sulaiman et al., (2017)
corroborates this, affirming the significant relationship between Consumer Preferences and healthy food
choices, attributing this association to the efficacy of the 4P marketing mix framework.

Raza et al., (2002) introduces an intriguing facet, illuminating the moderating influence of Health
Awareness on eating choices. The study unearths consumers multifaceted motives for embracing healthy
products, emphasizing emotional, conditional, and epistemic rationales. Furthermore, it emphasizes the crucial
role of promotions and discounts in steering consumers towards healthier food options. Hua et al., (2017)
research underscores the pragmatic viability of offering healthier, lower-priced options in vending machines,
aligning with the urgency to combat the obesity epidemic. The study advocates leveraging signage to promote
healthier choices, mitigating potential profit loss while enhancing the food environment.

This study aims to synthesize these divergent yet interconnected perspectives, exploring the combined
impact of Lifestyle, Consumer Preferences, Health Awareness, and Sales Promotion on Purchase Intention for
Healthy F&B. By amalgamating these insights, the research endeavors to bridge the existing gaps in
understanding and provide a comprehensive framework for elucidating consumer behavior toward healthy food
and beverages.

The objectives of this study involve delineating the intricate interplay of these variables, exploring their
collective influence on Purchase Intention for Healthy F&B. Employing quantitative methods, the research seeks
to uncover nuanced relationships and ascertain the relative impact of each factor. The subsequent section
presents a comprehensive literature review of each variable, providing a foundation for hypothesis
development. Following this, the methodology section outlines the quantitative approach adopted in this
research. Subsequently, the results and discussion section explain on hypothesis testing. Finally, the conclusion
encapsulates the findings of the study, how to implications, what are the limitations, and how about the
suggestions for future research.

2. Literature Review and Hypotheses Development

2.1 Lifestyle

The literature review of "lifestyle" delves into various scholarly perspectives, offering a comprehensive
understanding of its multifaceted nature. According to Chen (2009), lifestyle embodies an individual's adaptive
behaviors aimed at upholding fundamental values amidst evolving environments. It delineates systematic
changes over time that harmonize with personal value systems, maintaining equilibrium between environmental
shifts and intrinsic values.

Additionally, Soroka & Solis (2019) augment this understanding, framing lifestyle as a composite of
behaviors intertwined with underlying motives, goals, or tools that govern these behaviors. Kim & Lee's work
(2013) sheds light on a specific segment within lifestyle the LOHAS (Lifestyles of Health and Sustainability)
consumers who prioritize health and sustainability. They advocate for movements bolstering the production
and support of local, organic, and low-carbon foods. This distinct consumer segment signifies an orientation
towards health-conscious choices within lifestyle preferences.

The literature reflects a mosaic of viewpoints encapsulating lifestyle's dynamism, emphasizing its
adaptability, behavioral underpinnings, and contextual orientations, ranging from the broader adaptability to
specific consumer segments like LOHAS. Based on insights from the literature, It’s hypothesized that:
H1: Lifestyle Influences Purchase Intention for Healthy F&B.

2.2 Consumer Preferences

Consumer preferences play a pivotal role in influencing Purchase Intention for Healthy Food & Beverage
(F&B). Grujić (2023) highlights the relevance of new data in understanding the factors shaping consumer
preferences in healthy diets and functional foods. Additionally, Sulaiman & Musa (2017) emphasize the
significance of satisfaction in consumer choices, linking it to the preference for healthy food due to attributes
like safety, nutritional value, taste, and health consciousness. Their findings underscore the inclination of
consumers towards purchasing and consuming healthy food products due to their perceived advantages in
promoting health and containing safe, nutritious ingredients.

Moreover, Legrand & Sloan (2016) delineate the influence of online health information-seeking behavior
on preferences for healthy meals. They illustrate a distinction between users and non-users of online health
information, where the former prioritizes 'low in sugar' as a crucial preference for healthy meals, while the
latter prioritizes the taste of meals. These varying perspectives elucidate the multifaceted nature of consumer
preferences in the realm of healthy F&B. Based on insights from the literature, It’s hypothesized that:

H2: Consumer Preferences Influences Purchase Intention for Healthy F&B.

2.3 Health Awareness

The literature review scrutinizes the influence of Health Awareness as a determinant of Purchase
Intention for Healthy F&B. Raza et al., (2021) explains the role of awareness as a factor that directs consumers
towards healthier food choices. Their findings suggest that heightened awareness significantly impacts the
propensity for selecting healthier dietary options.

Moreover, insights from Darrall (2007) underscore the alignment of dietary habits with health
recommendations. The study observed an uptrend in the consumption of low-fat dairy, fruits, vegetables, and
fiber-rich foods, concomitant with a decline in the intake of high-sugar, high-salt, and high-fat foods. This
correlation between dietary trends and health recommendations underlines the potential impact of consumer
awareness on dietary choices along the food chain.

Immanuel's study in 2021 echoes the significance of awareness, especially regarding the negative impacts
that occurred during the COVID-19 pandemic. It indicates a substantial rise in stress levels, particularly among
females, leading to compromised dietary habits and mental well-being. This underscores the critical link
between health awareness, lifestyle choices, and mental health during crisis situations. These collective findings
underscore the pivotal role of Health Awareness as a determinant influencing Purchase Intention for Healthy
F&B. Based on insights from the literature, It’s hypothesized that:

H3: Health Awareness Influences Purchase Intention for Healthy F&B.

2.4 Sales Promotion

Sales promotion strategies have been a subject of extensive investigation in relation to their impact on
consumer behavior, particularly regarding the purchase intention of healthy food and beverage (F&B) products.
Horgen & Brownell (2002) conducted a study observing the effects of price reductions and health messages on
consumer purchases of healthy food items. Their findings reveal that there is a significant relationship between
price reductions and increased purchases of healthy goods. Price reductions emerged as a more potent
stimulus for augmenting the consumption of healthy foods, suggesting that perceived economic benefits
overshadow health-oriented messaging in influencing purchase behavior.

Supporting this notion, Bennett et al., (2019) provides further insight regarding the influence of price
promotions on consumer purchasing behavior so that consumer purchasing interest is higher for healthy food
products. Additionally, their research also illustrates that there is a disproportionate proportion of price-driven
purchases of unhealthy products. This confirms that the potential for price promotions significantly influences
consumer choices, especially directing them to the choice of food they will consume.

Furthermore, Hua et al., (2017) emphasizes the significance of promotional signs in bolstering the sales
of healthier vending snacks. Their study accentuated the importance of employing promotional strategies to
ensure increased purchases of healthier alternatives. This aligns with the idea that promotional activities play a
pivotal role in directing consumer preferences towards healthier choices, mitigating potential profit loss while
fostering a healthier food environment. Based on insights from the literature, It’s hypothesized that:

H4: Sales Promotion Influences Purchase Intention for Healthy F&B.

2.5 Purchase Intention

In the realm of Purchase Intention for Healthy Food & Beverage (F&B), the literature offers substantial
insights into consumer behavior and the factors influencing their inclination towards healthier food choices.
Previous research by Paul & Rana (2018) outlines the various determinants that influence consumer intentions
as well as attitudes taken towards purchasing organic food. Their findings highlight the positive influence of
health concerns, product availability, and educational factors on fostering a favorable attitude toward organic
food.

Lim & Goh (2019) further elucidate the concept of purchase intention, positioning it as a pivotal factor
in deciphering consumer behavior within the realms of social psychology. Their exploration underscores that
purchase intention embodies a consumer's personal inclination to purchase, independent of other influential
elements affecting decision-making processes. Additionally, Lee et al. (2011) delve into the significance of
consumer concerns about health foods and their subsequent impact on purchase intentions. Their study
uncovers a positive correlation between heightened health concerns and increased purchase intentions for
healthy food and beverages, emphasizing the need for accurate information dissemination and collaborative
efforts among stakeholders to enhance consumer interest and facilitate informed choices.

The collective insights from these studies underscore the intricate relationship between various factors
ranging from health concerns, satisfaction levels, and nutritional considerations highlighting their role in shaping
consumers' purchase intentions in the domain of healthy F&B. The Research Model is shown in Figure 1.
 Figure 1. Research Model

3. Method

3.1 Sample and Data Collection

The study meticulously approached the selection of its sample, aiming for a diverse and representative
group of individuals to enhance the generalizability of the findings. The target population comprised consumers
aged 15 to 50, residing in both urban and suburban areas across various regions. Employing a stratified random
sampling technique, the study ensured a balanced representation across key demographics, including age,
gender, and geographic location.

To successfully gather data, the research distributed a well-crafted questionnaire comprising 20

indicators representing the entirety of the variables under investigation. The survey instrument was
strategically designed to capture respondents' perspectives on Lifestyle, Consumer Preferences, Health
Awareness, and Sales Promotion on Purchase Intention for Healthy F&B. Each indicator was carefully aligned
with specific aspects of the variables, allowing for a nuanced understanding of consumer behaviors and
preferences in the context of healthy food and beverages.

The data collection process involved the administration of surveys through an online platform,
specifically utilizing Google Forms. A total of 200 respondents were successfully engaged, ensuring a robust
dataset for analysis. The online survey method provided a convenient and efficient means of data collection,
allowing respondents to participate at their convenience while maintaining the integrity and anonymity of their
responses.

The indicators, intricately woven into the survey questions, were designed to cover a spectrum of
dimensions within each variable. These indicators served as essential data points, contributing to the
comprehensive exploration of the influence of Lifestyle, Consumer Preferences, Health Awareness, and Sales
Promotion on Purchase Intention for Healthy F&B.

3.2 Questionnaire Design

The questionnaire design for this study encompasses four key variables: Lifestyle, Consumer
Preferences, Health Awareness, and Sales Promotion. The questionnaire is structured into five sections. The
first section is dedicated to gathering demographic information from respondents, including their name, gender,
age, educational level, and place of residence. Sections two through five consist of several questions aimed at
ensuring that respondents meet the necessary criteria to qualify as participants in the study.

Each instrument in the study was measured using a 5-point Likert scale ranging from point 1 to point 5.
In calculating this scale, answer 1 indicates that the result is "strongly disagree", answer 2 indicates that the
result is "disagree", answer 3 indicates that the result is "neutral", answer 4 indicates that the result is "agree",
and finally answer 5 indicates that the result is "strongly agree". This scale allows respondents to express their
perceptions and attitudes towards the variables being studied by selecting the most appropriate rating that
aligns with their perspectives. The questions within these sections are strategically crafted to comprehensively
assess respondents' views and behaviors related to healthy food and beverage choices, ensuring a holistic
understanding of their preferences and intentions. The Variables Operationalization is shown in Table 1 below.

Table 1. Variables Operationalization

Variables Items Source

LS1. Prioritize consuming healthy food and beverage in Chen (2009); Lee
daily life (2013); Soroka &
LS2. Choose foods and beverage that contain organic and Solis (2019)
natural ingredients
Lifestyle
LS3. Encourage to look for alternative healthy foods and
(LS)
beverage
(X1)
LS4. Consider the impact on health
LS5. Look for information about the health benefits of
foods and beverage before purchasing

CP1. Testimonials or reviews about healthy F&B products Grujić (2023);

influence purchasing decisions Legrand & Sloan
CP2. Buy F&B products that have complete nutritional (2016); Sulaiman
content & Musa (2017)
Consumer Preferences CP3. Trust in healthy F&B products is an important
(CP) consideration in purchasing
(X2) CP4. Innovation in healthy F&B products influences
purchasing intentions
CP5. The quality of the raw materials used in healthy
F&B products influences purchasing decisions

HA1. Awareness of health benefits influences food and Darrall (2007);

beverage choices Immanuel et al.,
HA2. More satisfied when choosing food and beverage (2021); Raza et
that are claimed to be healthy al., (2021)
Health Awareness HA3. Believe that healthy food and beverage can improve
(HA) the quality of life
(X3) HA4. Health factors are the main consideration when
choosing a food and beverage menu at a place
HA5. Awareness of long-term health impacts influences
food and beverage shopping decisions

Bennett et al.,
Sales Promotion
SP1. Sales promotions are often the deciding factor for (2019); Horgen &
(SP)
trying new healthy food and beverage products Brownell (2002);
(X4)
Hua et al., (2017)
 SP2. Feel compelled to look for more information about
the healthy food and beverage products that are being
promoted
SP3. Sales promotions can change perceptions of healthy
food and beverage products
SP4. More motivated to buy healthy food and beverage
products when they receive information about attractive
promotional offers
SP5. Sales promotions make people more aware of the
existence of healthy food and beverage products on the
market
3.3 Data Analysis
The data collected underwent a meticulous and systematic analysis, utilizing various statistical
techniques to extract meaningful insights. Quantitative analysis was performed to scrutinize the survey
responses comprehensively. Descriptive statistics were utilized to summarize demographic information,
offering a concise overview of the study's participant characteristics.

Furthermore, inferential statistics including regression analysis and correlation coefficients were
employed to explore and establish relationships among the variables under study. The study prioritized
identifying and interpreting significant patterns and trends within the dataset, enabling a comprehensive
comprehension of the influence of Lifestyle, Consumer Preferences, Health Awareness, and Sales Promotion
on Purchase Intention for Healthy F&B.

4. Result and Discussion

4.1 Respondent’s Profile

The data collection process involved distributing a questionnaire via Google Forms, reaching a total of
200 respondents. Among these respondents, 56.5% were female. Within this group, 22.5% fell within the age
range of 15 - 20 years old, while an educational level, constituting 60%, pursued an undergraduate degree (S1
level of education). The Respondent’s Profile is shown in Table 2 below.

Table 2. Respondent's Profile

Description Frequency Percentage

Gender
Male 87 43.5%
Female 113 56.5%
Age
15 - 20 Years Old 45 22.5%
21 - 25 Years Old 80 40%
26 - 30 Years Old 35 17.5%
31 - 35 Years Old 5 2.5%
36 - 40 Years Old 20 10%
41 - 45 Years Old 10 5%
46 - 50 Years Old 5 2.5%
Educational Level
Junior High School 10 5%
Senior High School 10 5%
D1 & D2 5 2.5%
 D3 50 25%
S1 120 60%
S2 0 0%
S3 5 2.5%

4.2 Measurement Model

The measurement model was rigorously evaluated through convergent validity testing, employing factor
loading as a primary metric to ascertain the Average Variance Extracted (AVE) and determine the construct
validity. This process aimed to assess whether the model yielded valid outcomes. Factor loading analysis, an
integral part of this evaluation, facilitated the estimation of how well each observed indicator corresponded to
its underlying latent construct. AVE served as a crucial indicator, elucidating the extent to which the variance
captured by the construct's indicators surpassed measurement error, indicative of construct validity.
Additionally, Composite Reliability (CR) analysis was employed to gauge the model's reliability. CR assessed the
internal consistency reliability, determining whether the constructs demonstrated dependable and consistent
measurements. This comprehensive assessment is very important to determine the reliability and validity of the
measurement model, as well as ensuring the robustness of the findings obtained from the research data. The
Convergent Validity Testing Result is shown in Table 3 below.

Table 3. Convergent Validity Testing Result

Factor AVE Conclusion Composite Conclusion

Variables Indicators
Loading Reliability
LS1 0.765 0.664 Valid 0.908 Reliable
LS2 0.812 Valid
LS3 0.910 Valid
Lifestyle
LS4 0.823 Valid
LS5 0.755 Valid

CP1 0.580 0.556 Valid 0.859 Reliable

CP2 0.712 Valid
Consumer
CP3 0.655 Valid
Preferences
CP4 0.912 Valid
CP5 0.823 Valid

HA1 0.645 0.594 Valid 0.877 Reliable

HA2 0.620 Valid
Health
HA3 0.812 Valid
Awareness
HA4 0.934 Valid
HA5 0.800 Valid

SP1 0.879 0.807 Valid 0.954 Reliable

SP2 0.921 Valid
Sales
SP3 0.914 Valid
Promotion
SP4 0.862 Valid
SP5 0.915 Valid

The Convergent Validity Test Results Table above shows the validity of the measurement model used.
The Average Variance Extracted (AVE) value is more than 0.5 for all constructs, which indicates that the
variance captured by each construct indicator exceeds the measurement error, thus confirming its convergent
validity.

Additionally, the reliability of the constructs is affirmed as all indicators exhibit high reliability, with
Composite Reliability (CR) values exceeding 0.7. This indicates that the observed indicators reliably measure
their respective constructs consistently across the dataset.

Overall, these findings validate the measurement model, indicating that the constructs are accurately
measured by their respective indicators, and the data collected can be considered reliable and suitable for
further analysis and interpretation in the research context.

4.3 Hypotheses Testing

In hypothesis testing, the examination focused on four key variables: lifestyle, consumer preferences,
health awareness, and sales promotion. Each hypothesis was assessed based on its respective t-value and
p-value, determining whether the hypothesis was accepted or rejected. For instance, when evaluating the
hypothesis related to lifestyle, a specific t-value and its corresponding p-value were calculated. The t-value
measures how big the relationship is between each variable, while the p-value shows the level of significance of
the relationship. Hypotheses Testing Result is shown in Table 4 below.

Table 4. Hypotheses Testing Result

Hypotheses Path T-Value P-Value Conclusion

Lifestyle -> Purchase Intention 5.409 0.006 Accepted
H1

H2 Consumer Preferences -> Purchase Intention 3.044 0.038 Accepted

H3 Health Awareness -> Purchase Intention 2.891 0.045 Accepted

H4 Sales Promotion -> Purchase Intention 7.778 0.001 Accepted

The hypothesis testing results presented in the table indicate that all four hypotheses were accepted.
The first hypothesis, asserting that Lifestyle Influences Purchase Intention for Healthy F&B, was accepted with
t-value of 5.409 and p-value of 0.006. Subsequently, the second hypothesis, stating that Consumer Preferences
Influence Purchase Intention for Healthy F&B, was also accepted with t-value of 3.044 and p-value of 0.038. The
third hypothesis, shows that Health Awareness Influences Purchase Intention for Healthy F&B, was supported
with t-value of 2.891 and p-value of 0.045. Similarly, the last hypothesis, indicating that Sales Promotion
Influences Purchase Intention for Healthy F&B, was accepted with t-value of 7.778 and p-value of 0.001.

These results indicate that there is a significant statistical relationship between each independent
variable, namely Lifestyle, Consumer Preferences, Health Awareness, and Sales Promotion and the dependent
variable, namely Intention to Purchase Healthy F&B. The obtained t-values and associated p-values indicate
strong levels of significance, supporting the influence of these factors on shaping consumers' intentions to
purchase healthy food and beverages.

4.4 Discussion

The findings gleaned from the data analysis provide substantive insights into the intricate relationship
between Lifestyle, Consumer Preferences, Health Awareness, Sales Promotion, and Purchase Intention for
Healthy F&B. The accepted hypotheses affirm the significant impact of these variables on consumers' intentions
to purchase healthy food and beverages.
 Lifestyle's Influence on Purchase Intention: The validated hypothesis signifies that lifestyle significantly
affects purchase intentions for healthy F&B. The literature review revealed lifestyle as a multifaceted construct
encompassing adaptive behaviors and intrinsic values that harmonize with individuals' environmental shifts. Kim
& Lee (2013) emphasized the pivotal role of LOHAS consumers who prioritize health and sustainability. The
positive relationship established in this study validates the profound influence of lifestyle in steering consumers
towards healthier food choices.
Consumer Preferences: The accepted hypothesis reinforces the influence of consumer preferences on
purchase intentions for healthy F&B. Grujić (2023) highlighted the relevance of new data in understanding
factors shaping consumer preferences for healthy diets. Sulaiman & Musa (2017) associated consumer
satisfaction with preferences for healthy food due to attributes like safety, nutritional value, taste, and health
consciousness. The findings align with the literature, indicating the significance of satisfaction and trust in
steering consumers towards healthier choices.

Health Awareness and Its Impact: The affirmed hypothesis underlines the substantial influence of health
awareness on purchase intentions for healthy F&B. Studies by Raza et al. (2021), Darrall (2007), and Immanuel
et al. (2021) underscored heightened awareness as a critical factor in steering consumers towards healthier
choices. The findings corroborate these perspectives, emphasizing the critical role of awareness in influencing
dietary habits and subsequent purchase intentions, particularly during crisis situations like the COVID-19
pandemic.

Sales Promotion's Influence on Purchase Intention: The validated hypothesis substantiates the impact of
sales promotion on purchase intentions for healthy F&B. The research by Horgen & Brownell (2002), Bennett
et al. (2019), and Hua et al. (2017) highlighted the potency of price reductions, promotional strategies, and
informational campaigns in directing consumer choices towards healthier alternatives. The findings align,
emphasizing the significance of promotional activities in steering consumers towards healthier choices and
fostering a healthier food environment.

Overall, the study's findings align with the reviewed literature, underscoring the intricate relationships
between lifestyle, consumer preferences, health awareness, sales promotion, and purchase intentions for
healthy F&B. These insights offer a comprehensive understanding of consumer behaviors and preferences,
laying the groundwork for strategic interventions aimed at promoting healthier food choices in the market.

5. Conclusion

The implications of this study extend to various stakeholders, including marketers, policymakers, and
health advocates. The validated hypotheses shed light on the significance of consumer-oriented strategies,
emphasizing the importance of aligning marketing efforts with consumer preferences, health awareness
initiatives, and sales promotion activities to promote healthier F&B choices. Policymakers can leverage these
insights to develop targeted interventions, such as regulatory policies promoting healthier food environments
and consumer education campaigns. Health advocates can utilize these findings to design awareness programs
emphasizing the benefits of healthier dietary choices.

However, this study is not without limitations. The reliance on self-reported data and the sample's
representation, primarily collected through social media, may introduce response bias and limit the
generalizability of findings. Future research endeavors could explore longitudinal studies or incorporate
additional variables to deepen the understanding of consumer behavior towards healthy F&B.

In conclusion, this research provides important insights into the complex interactions between variables
that influence consumers' purchase intentions towards healthy foods and beverages. The validated hypotheses
underline the pivotal role of lifestyle, consumer preferences, health awareness, and sales promotion in shaping
consumer behavior. These findings provide a significant contribution to knowledge by offering actionable
insights for various stakeholders to promote healthier food choices and grow a more health-conscious
consumer base.

Author Contribution
Ghaniyya Kyanfaiza: writing original draft, supervision, data curation, formal analysis
Ariella Heliyawan: conceptualization, writing review and editing, investigation, methodology
Nasrina Zahra: review and editing, visualization, validation

Financial Disclosure
-

Conflict of Interest
-

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