Arif Yustian Maulana Noor, Kurniawan Muhammad Nur, Riyanti Isaskar, Khoirul Ummah, Kanissa Gita Fitri
Psychological factors influencing healthy food choices remain understudied. This research investigates how physical fitness awareness and emotional well-being shape urban Indonesian consumers’ preferences for fruit salad attributes. Using validated psychological scales within a discrete choice experiment (n = 298), preferences for packaging, promotion, ordering channels, and pricing were analyzed. Health-conscious consumers significantly preferred glass packaging and value-oriented promotions but favored traditional purchasing over digital channels. Conversely, emotionally balanced consumers showed stronger preferences for digital ordering methods and immediate discount promotions. These findings offer practical implications, suggesting differentiated marketing strategies aligned with consumer health profiles, benefiting targeted marketing and urban public health initiatives. © 2025 Taylor & Francis Group, LLC.
Universitas Brawijaya, Malang, Indonesia; Politeknik Negeri Banyuwangi, Banyuwangi, Indonesia
