Abstract:

Purpose: The aim of this study is to understand the determinants that affect food consumption and to study how consumer attitudes are shaped with a more specific look. In this context, the role of a healthy lifestyle has been analyzed in the consciousness and attitude of consumers towards sustainable and healthy food consumption. Method: The research is established in the framework of the research design. The required data is obtained by using the survey as a data collection tool from primary data sources. The online survey form prepared in this framework is provided to be announced to members on their pages after discussing and approving the managers of the six different food consumption and shopping virtual community on Facebook. 409 respondents responded. Identifying statistics were implemented to study the characteristics of the participants, and then regression analyses were implemented to study the effects suggested in the research model of the study. The findings: The findings obtained from the analysis have shown that consumers’ consciousness of health and healthy lifestyle perceptions are variables that explain their attitude towards sustainable and healthy consumption. In addition, consumers’ perceptions of a healthy lifestyle have a mediation role between health consciousness and a attitude towards a healthy consumption. This study provides information about consumption patterns and trends that consumers show towards sustainable and healthy food consumption. This information can be used by policy makers on healthy food consumption at national and local levels. Given today’s important healthy consumption trends, food production and marketing companies can use the findings of this study in shaping their marketing strategies. The findings obtained in the framework of the mediation relationship tested in the study will also be useful for in the design of marketing communication messages to consumers.

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