Identification of intention to buy healthy food

Research on the intention to buy healthy food products is interesting to study because many studies show mixed results. The purpose of this study was to determine the effect of health awareness factors, attitude factors, environmental awareness, lifestyle, and knowledge on purchase intentions of healthy food products with case observation settings in Solo City involving 100 respondents. The results of the analysis show that the four variables of health awareness, attitude, environmental awareness, and lifestyle have a significant effect on buying interest, while the knowledge factor has no effect. Limitations and research suggestions become a reference for further research. However, the knowledge factor that does not affect purchase intention from this research still needs to be examined through the educational process so that it has a long-term effect.