The Impact of Perceived Health Benefits and Environmental Consciousness on the Purchase Intention of Reformulated Foods: The Mediating Role of Positive Attitude and the Moderating Influence of Income Level among Pakistani Consumers

Abstract

The focus of the international food industry has shifted towards developing reformulated foods, with a view to health and environmental issues. The problem of consumer acceptance, particularly in developing countries such as Pakistan, is a complex and less studied issue. The present study investigates the impact of perceived health benefits and environmental awareness on the purchase intention of reformulated foods in Pakistan. It also presents the mediating effect of positive attitude and the moderating influence of income level in the proposed relationship. Data were collected from 350 consumers in major urban areas of Pakistan using a structured questionnaire. The data were analyzed using Structural equation modeling (SEM) with SmartPLS software. The results indicate that perceived health benefits and environmental awareness are significantly related to purchase intention and that a positive attitude serves as a full mediator in this relationship. It was also found that income level serves as a significant moderator in the relationship between environmental awareness and positive attitude, with a greater effect among high-income groups. From a theoretical perspective, the study contributes to knowledge by extending the Theory of Planned Behavior (TPB) and providing empirical evidence in a unique cultural context. The research offers valuable insights for food manufacturers, marketers, and policymakers seeking to introduce reformulated foods into the Pakistan market successfully.