Pandemic, Subjective Norms and Healthy Food

Abstract

Research on the consumption of healthy food products is interesting because it is
influenced by many factors. The respondents of this research involved 100 students of FEB
UMS with the assumption that they are technology literate, the millennial generation, care
about health, and have closeness to the intention to buy healthy food products. Hypothesis
testing in this research uses regression analysis and the results show that attitude and
behavioral control have a positive effect on purchase intention of healthy food products
although subjective norms have no effect. The limitations of research findings become a
reference for the development of further research