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

<jats:p>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.</jats:p>