Health Self-Identity–Based Motivations and Behavioral Intentions: A Predictive Model and Segmentation Analysis
Authors: Quaye Emmanuel Silva , Mokgethi Kgaiso , Ameyibor Leeford Edem Kojo 
Published: November 2021

Background As lifestyle-related diseases increase globally, there is a need to focus on the mechanisms for promoting healthy living and healthy behavioral intentions. Focus of the article The present study investigates how health self-identity influences health consciousness, self-efficacy, consumer knowledge, and normative beliefs. Moreover, the study analyzes the moderating effect of consumer knowledge and normative beliefs on behavioral intentions to maintain a healthy lifestyle. A posthoc segmentation analysis through latent class analysis distinguishes two main segments of health-conscious individuals. Research questions The following research questions guide the study (1) how does health self-identity as a motivational factor influence (a) health consciousness, (b) self-efficacy, (c) consumer knowledge, and (d) normative beliefs and, in turn, account for healthy behavioral intentions? (2) How does consumer knowledge interact with normative beliefs to predict behavioral intentions to maintain a healthy lifestyle? Methods A correlational research design was employed for this study where an online survey of 249 South African audiences was recruited to participate in this study. Structural equation modeling (SEM) and latent class analysis through Mplus were used for data analysis. The interaction effect analysis was also performed using the latent moderated structural model approach, which employs the unique capabilities of SEM. Results The findings highlight the important role of health self-identity as a motivation base for maintaining health consciousness, self-efficacy beliefs, consumers’ knowledge about healthy living, and normative beliefs. Health consciousness and self-efficacy, in turn, influenced healthy behavioral intentions. Although consumer knowledge and normative beliefs independently did not impact healthy behavioral intentions, when both factors interact, the effect becomes significant, suggesting that levels of consumer knowledge about healthy living associate reasonably with the extent of susceptibility to normative influence in explaining healthy behavioral intentions. Two segments classified as moderately health-conscious, and pure health enthusiasts were identified based on six psychographic and two demographics variables. Recommendations for practice Social marketers interested in effecting positive change in healthy living should emphasize the role of health self-identities to generate health consciousness and encourage a sense of self-belief about people’s ability to make positive health choices. Moreover, communications seeking to promote healthy living among individuals should have campaigns highlighting the role of a knowledgeable audience about healthy living in social networks. Finally, social marketing campaigns may also focus on the extent of health consciousness, self-identity, and attitudes towards healthy living to encourage behavior change. Limitations The cross-sectional nature of the study does not warrant the establishment of causality of the influences examined in this study. Also, the sample size imposes limitations for generalizing the results to the entire population.