“Consumer Perceptions and Adoption of Healthy Food Subscription Meal Services”

Abstract

Present research studies the compound landscape of customer knowledge and approval of ‘healthy food’ subscription facilities, bridging existing gaps in knowledge within the contemporary food industry. This study also investigates into what drives consumers to choose these services by examining consumer motivations, perceived advantages and disadvantages, and the influence of demographic factors. Moreover, we highlight some of the major determinants of consumer adoption alongside barriers that hinder uptake such as cost considerations and convenience factors. Additionally, through careful evaluation of decision-making process that includes health benefit considerations, affordability and convenience; this study will be a valuable source of information for marketers, policy makers as well as service providers. As a result, we have provided actions based on empirical research which can guide managers in enhancing consumer uptake thus mitigating challenges faced by rapidly evolving healthy food market as it strives to sustainably grow while adapting to shifting consumer preferences.