Young People's Willingness to Pay for Healthy and Functional Products: An Analysis of Their Choice Preferences
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Abstract
In recent decades, the desire to lead a fuller and healthier life has transformed eating habits, prompting consumers to carefully examine their nutritional choices. People are no longer simply seeking to satisfy their hunger but also to nourish their bodies responsibly, thus showing a preference for foods that have a positive impact on health and the environment. This study aims to analyze the relationship between young people’s food preferences and their willingness to pay for healthy products compared to conventional options, as well as the factors that influence their decision-making. The study employed a quantitative approach using a questionnaire carefully designed to address the research objectives. A total of 150 students volunteered to participate, and surveys were administered both online and in person. Participants received an introduction to the topic and the research objectives to ensure the study’s validity. The results showed that purchasing decisions are strongly influenced by visual and informational elements of the products, with students associating healthy eating with detailed nutritional information, packaging design, and attributes such as the absence of preservatives or local origin. There is a clear willingness to incorporate healthy products into their daily diet, driven by perceived benefits for personal health and nutritional knowledge. Although they view these products positively, price remains a determining factor, with students showing price elasticity for a small premium at most -especially for frequently consumed products- thereby maintaining a balance between wellness aspirations and financial constraints.
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