The effects of psychosocial factors on healthy lifestyle choices: the moderating role of normative beliefs and health consciousness

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dc.contributor.authorMokgethi, Kgaiso
dc.date.accessioned2023-11-22T08:11:45Z
dc.date.available2023-11-22T08:11:45Z
dc.date.issued2020
dc.descriptionA research report submitted in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing to the Faculty of Commerce, Law and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2020
dc.description.abstractNoncommunicable diseases (NCDs) negatively impact people's lives worldwide, particularly in developing economies, and South Africa is no exception. Consumers' lifestyle decisions, which necessarily impact their well-being, play a significant role in NCDs. As a result, this study is predominantly driven by the health industry. This research supports the marketing fraternity in understanding the significant variables that influence consumer behaviour in relation to healthy lifestyles. The researcher has observed that health-oriented brands play a minimal role than brands that promote activities such as consuming fast foods, alcohol, and smoking. The purpose of this study was to investigate how key psychosocial factors influence lifestyle choices. The focus is on healthy living choices amongst South Africans. The key factors of this study include identity-based motivations, self-efficacy, consumer attitude, and consumer knowledge. In addition, the susceptibility to normative influence and health consciousness serves as interaction factors and the link between consumers’ healthy lifestyle attitudes and purchase intentions. An online survey questionnaire was conducted, and the data was collected through social media platforms, with a total of 493 respondents. The study tested seven hypotheses using Structural Equation Modelling. The research results confirmed that five out of the seven hypotheses were significant. The study results indicate that self-efficacy, a favourable attitude, and identity-based motivation have a significant relationship with healthy lifestyle choices. Knowledge was found to be insignificant. Previous studies confirm that for knowledge to have a significant relationship, it needs to be paired with appropriate interventions. The study also indicated that normative beliefs positively influenced consumer lifestyle choices and purchase intentions, whereas health iii consciousness as a moderating factor was insignificant. The findings will significantly contribute to the literature and theoretical knowledge on healthy lifestyle choices within an emerging market
dc.description.librarianTL (2023)
dc.facultyFaculty of Commerce, Law and Management
dc.identifier.urihttps://hdl.handle.net/10539/37089
dc.language.isoen
dc.schoolWits Business School
dc.subjectPurchase intent
dc.subjectHealthy brands
dc.subjectConsumer behaviour
dc.subject.otherSDG-8: Decent work and economic growth
dc.subject.otherSDG-3: Good health and well-being
dc.titleThe effects of psychosocial factors on healthy lifestyle choices: the moderating role of normative beliefs and health consciousness
dc.typeDissertation
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