Appealing to the health-conscious: low glycaemic food purchase behaviour

Frequent consumption of high glycaemic food may increase the risk of chronic diseases such as diabetes, high blood pressure, high cholesterol, heart disease and more. Low glycaemic food has the benefit of controlling ideal weight, lowering total cholesterol, better blood glucose control and more. Consumers tend to consume low glycaemic food due to various reasons, such as health issues, environmental concerns, peer pressure and others. In this study, various factors such as food attributes, environmental concerns, price fairness, knowledge of low glycaemic food and health concern are investigated on their impact on the purchasing behaviour of low glycaemic food. Quantitative research with the use of a survey questionnaire was adopted. The convenience sampling method was used to ensure the largest possible sample with the least amount of administration and was distributed via online Google form. A final 313 valid responses via online survey were analysed. Based on the findings, health concerns, environmental concerns and knowledge of glycaemic food had a positive relationship to the purchasing behaviour of low glycaemic food. The findings can be used by food manufacturers, food technologists and retailers to increase health awareness to bring positive benefits to the general well-being of consumers.