Pleasure Versus Health: Identifying Consumer Eating Patterns for Available Food Options

Current research used comprehensive literature taken from 50 prominent research articles related to health journals, and the direct and indirect relationships of the retrieved independent attributes, such as food security, human lifestyle, social norms, eating habits, and food insecurity, were checked on the model’s dependent variable, health issues. Data was obtained from 1,125 respondents of the northern region of Punjab, India through a well-written questionnaire mirroring the extracted variables and their 28 supporting items on a 5-point Likert scale and demographics such as health perception, location, age, and qualification on a nominal scale. Robust estimation standards of PLS-SEM, such as discriminant validity through (Heterotrait-Monotrait Ratio), outer and inner collinearity to check common method bias, reliability, effect size, consistency, control variable effect, relationship of nonlinearity, R 2 , and finally, tool fitness standards aided in the study model’s final verification and analysis ( t and p values). This research has focused on studying the various scenarios of people’s eating lifestyles based on their location and has attempted to determine under what conditions its influence on people’s health is greatest. Also, research novelty and practical contributions focus on businesses, consumers, and governments in developing and developed countries to alter their current strategies with a focus on prioritizing health issues, quality food items, and long-term sustainable strategies.