Work of Professional Competence The Influence of Food Blogger to the intention of consuming healthy food

Kansius, Carla and Erwanto, Eunice Felicia and Kalpikasari, Ida Ayu Amanda (2016) Work of Professional Competence The Influence of Food Blogger to the intention of consuming healthy food. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The growing amount of interest in maintaining health and well-being of individual resulted in increasing demand of fresh, natural and organic products for healthy eating purposes. Indonesia specifically has also growingly shown interest in healthy food consumption. As the era of maintaining health and well being is growing in this digital technology advancement age, a new spectacle way made blogging in the social media a way to spread information about healthy food consumption. The impacts of food blogging in social media as user-generated content made individual intend to consume healthy food because of the perceived usefulness and the perceived credibility of food blog. Hence, the purpose of this study is to examine consumer behavior towards review and recommendation of food blogger regarding healthy eating lifestyle and to know whether there is a relation between food bloggers review and recommendation to healthy eating and consumer behavioral intention. Moreover, this research aims to understand whether food blogs have impact on encouraging people to eat healthy food, to raise awareness of the consumption of healthy food.

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