Health-Oriented Lifestyle and Consumer Engagement Towards Organic Food Among Young Consumers

Growing concern for health and environmental sustainability has significantly influenced food consumption patterns, particularly among young consumers. Organic food has emerged as a preferred alternative to conventional food products due to its perceived health benefits and eco-friendly production practices. This study examines the influence of health-oriented lifestyle on consumer engagement towards organic food by adopting a sequential engagement framework comprising cognitive, emotional, and behavioural dimensions. Primary data were collected through a structured questionnaire administered to young consumers, and the responses were analysed using reliability analysis and simple linear regression. The findings suggest that a health-oriented lifestyle positively influences cognitive engagement, which subsequently enhances emotional engagement. Emotional engagement was found to play a significant role in driving behavioural engagement towards organic food consumption. Reliability analysis confirmed acceptable to strong internal consistency for the engagement constructs, while the health-oriented lifestyle scale was refined to improve measurement adequacy. The study contributes to existing literature by empirically validating a multi-stage engagement model in the context of organic food consumption and offers practical implications for marketers and policymakers aiming to promote sustainable food choices among young consumers.