Toward an Integrated Model of Healthy Food Purchase via the Impact of Online Nutrition Information Seeking

Healthy eating is critical to consumers' overall health. The purpose of this study was to examine body mass index (BMI), obesity knowledge, and self-efficacy, along with online nutrition information seeking (ONIS), as antecedents to healthy food purchase (HFP) in a moderated mediation model. An online survey was conducted using Amazon Mechanical Turk to recruit 897 participants, with 484 women and 380 men. A moderated mediation analysis was then used to explore the mediating effect of ONIS, and the moderating effects of obesity knowledge and self-efficacy. Results found the impact of ONIS on HFP was significantly generated by obesity knowledge but not by BMI. Both ONIS and self-efficacy yielded individual and interactive effects on HFP, and ONIS did not only generate a direct effect on HFP but also interacted with self-efficacy for HFP. Practically, it was suggested that online health information should be strategically crafted to promote healthy eating behavior, given that consumers in various health conditions were activated to purchase heathier foods via ONIS. Through the ONIS's mediation of the relationship between obesity knowledge and HFP, consumers with poor obesity knowledge would be cultivated well to further develop their better eating habits.