Health Values and Perceıved Behavıour Control as Antecedents of Mıllennıal’ Health Conscıousness and Behavıour Intentıons Towards Healthy Food Choıces

  • Ms. Mansi, A. Madan

Abstract

In the current global scenario, millennial form a fairly homogenous segment which is far more conscious to issues related to environment, health, etc. This is perhaps evolving into a distinct part of the unique value system of millennials.

This paper explores the effect on millennial’s health related values system on their health consciousness and its subsequent effect on their behaviour intention towards food choices related to health. Literature also reveals the effect of perceived behaviour control on health consciousness and Behaviour intention towards healthy food choices, among other similar effects such as perceived control in context of eco-conscious, green choices. A pilot study has been conducted for testing scale reliability and construct validity of various items in each variable. The initial results indicate towards significant relationships among these variables.

Published
2020-06-01
How to Cite
Ms. Mansi, A. Madan. (2020). Health Values and Perceıved Behavıour Control as Antecedents of Mıllennıal’ Health Conscıousness and Behavıour Intentıons Towards Healthy Food Choıces. International Journal of Advanced Science and Technology, 29(8s), 4803 - 4811. Retrieved from http://sersc.org/journals/index.php/IJAST/article/view/27356