Consumer Decision‐Making Processes Regarding Healthy Food Choices: A Systematic Literature Review and Future Research Agenda

ABSTRACT This study systematically reviews the literature on consumer perceptions of healthy food choices, employing the ADO (Antecedents, Decisions, Outcomes) framework to analyze 118 peer‐reviewed articles. The research identifies significant inconsistencies in consumer definitions and understanding, influenced by evolving scientific knowledge and diverse information cues. These challenges highlight critical research gaps and underscore the need for strategic marketing interventions and consumer segmentation based on these evolving perceptions. The review proposes a conceptual framework that elucidates the complex interplay between antecedents, decisions, and outcomes in dietary behaviors. The findings aim to empower consumers with evidence‐based strategies for informed dietary choices, contributing to improved public health outcomes. By consolidating fragmented research, this study offers valuable insights for practitioners and policymakers to develop effective marketing strategies and public health initiatives that encourage healthier eating habits.