Fiber-rich snack food selection behavior among busy consumers
Published: August 3, 2026
doi:10.62831/nckh.2026.370.v1
Abstract
This study aims to identify and evaluate the factors influencing busy consumers’ intention to choose high-fiber snack products in Vietnam. Data were collected through an online survey using convenience sampling, yielding 315 valid responses. The analytical results indicate that the measurement model reorganized the observed variables into three representative factors. However, the regression results reveal that only two factors exert a positive and statistically significant effect on purchase intention: attitudes toward health benefits and perceptions of sensory attributes and convenience. By contrast, price does not have a statistically significant impact. Based on these findings, the study provides managerial implications for food enterprises seeking to develop healthy snack products that address the nutritional needs and time constraints of busy consumers.
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