Mapping the Drivers of Healthy Food Choices: Labeling Influences, Sustainability Values and Consumer Segmentation

Food choices play a central role in individual health and societal well-being and are shaped by a complex interaction of psychological, social, environmental, and marketing factors. The objective of this dissertation is to map the main drivers underlying consumers’ healthy food choices, focusing on the role of food labeling, sustainability-related values, and consumer heterogeneity. Adopting an integrative approach, the thesis examines how labeling tools and individual values related to health and environmental sustainability influence attitudes, intentions, and behaviors toward healthy food products. The dissertation is structured as a collection of three interconnected studies. The first study presents a systematic literature review of 129 peer-reviewed articles, synthesizing existing research on consumers’ use and understanding of food labels and claims and their effectiveness in promoting healthier choices. The review identifies key determinants, research gaps, and future research directions, while framing labeling as a strategic lever beyond its regulatory function. The second study examines the role of environmental sustainability in healthy food choices by testing the existence of a sustainability–health halo effect. Using survey data analyzed through Partial Least Squares Structural Equation Modeling, the findings show that sensitivity to sustainable eating positively influences attitudes toward healthy products and purchase intentions. The third study explores consumer heterogeneity in healthy eating through a quantitative segmentation approach, identifying four distinct psycho-behavioral consumer profiles characterized by different values, attitudes, and lifestyles. Overall, the thesis offers a multidimensional understanding of healthy food choices and provides theoretical and managerial insights for policymakers and practitioners.