The Influence Of Nostalgia On Healthy Food Purchase Intention

Nostalgia is an ambivalent emotion that human beings are born with and health is an untiring pursuit for human.Nostalgia marketing and health consumption have been paid more and more attention.At present,research on nostalgia mostly focuses on its psychological impacts,such as well-being,sense of meaning,continuity of self-identity,motivation of pursuing important goals,etc.In recent years,scholars have paid more attention to the influence of nostalgia on specific consumer behavior.The relationship between nostalgia,health and health consumption has not been fully discussed.Health motivation is usually discussed in the field of medicine or nursing.Neither the impact of health motivation on consumer behavior nor the influencing factors of health motivation have been fully explored.The purpose of this study is to explore the relationship between nostalgia and health consumption as well as the mechanism.Results of three experiments show that nostalgia increases consumers’ purchase intention of healthy food,which is mediated by health motivation.Nostalgia enhances health motivation and further promotes the purchase intention of healthy food.Meanwhile,the influence of nostalgia and health motivation is not panoramic.Nostalgia and subsequent health motivation have no significant influence on the purchase intention of unhealthy food.This study further explores the role of nostalgia and the factors affecting healthy food consumption,enriches the research on nostalgia and health consumption behavior,and provides theoretical support for nostalgia marketing practice in the field of health consumption.