Understanding consumer behavior in the choice of healthy food retail outlets: An examination of information types and the interplay between institutional trust and social recommendations

Amidst the complexities of food environments, retail outlets play a pivotal role in shaping healthy dietary patterns, urging a closer analysis of consumer behavior in various retail settings. This study investigates consumer behavior in choosing healthy food retail Outlets in Mashhad, Iran, utilizing a Multinomial Logistic Regression (MNL) to analyze preferences for open-air food markets, small local shops, and large-chain supermarkets. The research adopts a comprehensive approach, integrating various consumer behavior theories to examine the complex interplay of individual, social, economic, and institutional factors influencing healthy food shopping choices. Consumers who prefer large-chain supermarkets are primarily influenced by the type of information available on healthy products, such as the product’s place of origin, health certification, and pesticide and fertilizer usage. Institutional trust, represented by government endorsements, tends to favor open-air markets and large-chain supermarkets, while social recommendations benefit small local shops. Perceived accessibility emerges as a crucial factor, particularly influencing the choice of small local shops in areas with perceived limited access to healthy foods. The study also reveals that other factors such as age, gender, perceived household expenses, health-centric food Choice, and trust in brands play significant roles in shaping consumer preferences. These findings contribute to the literature by offering a multidimensional understanding of consumer behavior in healthy food retail environments in developing countries. The research provides valuable insights for retailers, policymakers, and urban planners.