Unravelling the dominant product-related marketing factors shaping the choice of healthy products: an examination through the SOR model

The rising rates of adult obesity in Italy underscore the urgent need for effective policy measures to promote healthier dietary habits. This study investigates how product-focused marketing elements influence consumer attitudes toward healthy food products and purchasing decisions, using the Stimulus-Organism-Response model. Findings from the analysis indicate that packaging, price insensitivity, and nutrition labels significantly influence attitudes toward healthy foods. However, the influence of brand on consumer attitudes toward healthy food was found to be negligible. These insights offer valuable guidance to manufacturers and distributors, enabling them to refine their approaches and steer consumers toward healthier dietary options effectively.