Understanding the Influence of Healthy Food Options on Consumer Buying Behavior in Naga City

This study investigates the influence of healthy food options on consumer buying behavior in Naga City, Philippines, through the lens of the Theory of Planned Behavior (TPB). Employing a mixed-methods approach, including structured questionnaires (N = 30) and semi-structured interviews (n = 26), the study explores how attitudes, subjective norms, and perceived behavioral control mediate consumer choices in a rapidly urbanizing Southeast Asian context. Findings reveal strong attitudinal drivers (weighted mean = 3.44), with 73% of respondents prioritizing health benefits (M = 3.70) and nutritional awareness (M = 3.40). Subjective norms, influenced by healthcare endorsements (M = 3.23) and social circles (M = 3.27), further shape purchasing intent. However, perceived behavioral control is moderated by socio-economic barriers, including affordability (M = 3.33) and inconsistent availability (M = 3.17), highlighting systemic gaps between intention and action. The study proposes actionable interventions: subsidized healthy food programs, community-driven farmers’ markets, and digital campaigns leveraging social media influencers to amplify normative adherence. Policy recommendations include zoning reforms to prioritize healthy retailers and curriculum-integrated nutrition education to foster long-term behavioral change. By bridging TPB’s theoretical framework with localized strategies, this research offers a replicable model for cities balancing modernization and public health. Projected outcomes include a 25% increase in healthy food sales and a 15% reduction in diet-related diseases over three years. The findings underscore the critical role of multi-sector collaboration in dismantling structural barriers, positioning Naga City as a benchmark for health-conscious urbanism in transitional economies.