ORIGINAL RESEARCH article
Front. Nutr.
Sec. Food Policy and Economics
This article is part of the Research TopicIndustry and Individuals: Branding, Labelling, and Marketing of Food Products: Volume IIView all 6 articles
Nutritional Literacy and Its Influence on Healthy Lifestyle Behaviour and Willingness to Consume Healthy Food Brands
Provisionally accepted
Elizabeth Emperatriz García-Salirrosas1*
Manuel Escobar-Farfán2*
Iván Veas-González3
Ledy Gomez-Bayona4
Jorge Alberto Esponda Pérez5Ghenkis Ezcurra-Zavaleta6Elena Matilde Urraca-Vergara7- 1Faculty of Management Science, Universidad Autónoma del Perú, Lima 15842, Peru
- 2Department of Administration, Faculty of Administration and Economics, Universidad de Santiago de Chile (USACH),, Santiago 9170020, Chile
- 3Departamento de Administración, Facultad de Economía y Administración, Universidad Católica del Norte, Antofagasta 1270709, Chile
- 4Instituto Tecnológico Metropolitano, Facultad Ciencias Económicas Administrativas, Medellin 050034, Colombia
- 5Faculty of Nutrition and Food Sciences, Universidad de Ciencias y Artes de Chiapas, Tuxtla Gutiérrez 29000, Mexico
- 6Escuela de Administración Universidad Nacional de Tumbes, Tumbes, Peru
- 7Programa de Estudios de Ingeniería Industrial, Facultad de Ingeniería, Universidad Privada Antenor Orrego, La Libertad 13000, Peru
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This study examines the influence of nutritional literacy on healthy lifestyle behaviour and willingness to consume healthy food brands among Peruvian consumers of the Unión brand. Using structural equation analysis with data from 637 participants collected between June and September 2023, the results confirm that nutritional literacy positively and significantly influences both the willingness to consume healthy brands (β = 0.367, p < 0.001) and healthy lifestyle behaviour (β = 0.438, p < 0.001), while the latter also positively impacts the willingness to consume healthy brands (β = 0.220, p < 0.001). Additionally, the mediating effect of healthy lifestyle behaviour on the relationship between nutritional literacy and willingness to consume healthy brands is verified (β=0.096, p<0.001), demonstrating that improving consumers' nutritional knowledge not only directly influences their consumption preferences but also enhances this effect through the adoption of healthy habits, offering relevant implications for marketing strategies focused on nutrition education.
Keywords: Nutritional literacy, Healthy lifestyle behavior, healthy food brands, Willingness to consume, nutritional marketing, Peruvian consumer
Received: 06 Aug 2025; Accepted: 30 Oct 2025.
Copyright: © 2025 García-Salirrosas, Escobar-Farfán, Veas-González, Gomez-Bayona, Esponda Pérez, Ezcurra-Zavaleta and Urraca-Vergara. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence:
Elizabeth Emperatriz García-Salirrosas, egarciasa@autonoma.edu.pe
Manuel Escobar-Farfán, manuel.escobar@usach.cl
Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.