Consumption values and physical activities: consumers' healthy eating choices

Purpose The purpose of this paper is to investigate the extent to which consumption values and physical activities influence consumers' healthy eating choices. Design/methodology/approach A survey with 292 participants was analysed by means of bilateral factor analysis and structural equation modelling to study the consumers' healthy eating choices based on consumption values and moderation effect of physical activities. Findings Consumers' healthy eating choices are strongly linked to epistemic and emotional values. Physical activities act as a moderator of the emotional value and functional value price. Originality/value This paper adds to the literature on consumption values and raises new insights of value for the health and wellness food industry.