# Consumer Perceptions and Attitudes Towards Ultra-Processed Foods
## 5 Data Analysis
### SEM Model of Customer Attitudes and Purchase Behaviour Towards UPFs
However, with a beta of 0.117, this suggests a relatively weak but still significant influence of subjective norms on attitudes towards UFFs, indicating that while social pressures play a role, the impact is not as strong as other factors in shaping consumer attitudes. Hypothesis H\({}_{4}\), linking environmental concerns to attitudes towards UFFs, is supported (\(\beta\) = 0.491 and \(p\) < 0.001)) due to growing awareness among consumers about the environmental impact of food production, particularly that of UFFs. Individuals who are conscious of the ecological consequences--such as carbon footprints, packaging waste, and resource depletion--are more likely to adopt an attitude that opposes the consumption of products associated with significant environmental harm. Increasingly, many con \begin{table}
\begin{tabular}{c c c c c c c c} \hline \hline
**Hypothesis** & \(\beta\) & **Sample Mean** & **SD** & **t Statistics** & \(p\)**-Values** & **R\({}^{1}\)** & **Q\({}^{2}\)** \\ \hline Attitude towards UFFs \(\rightarrow\) willingness to purchase & 0.529 & 0.530 & 0.048 & 11.029 & 0.000 & 0.280 & 0.169 \\ Environmental concerns \(\rightarrow\) attitude towards UFFs & 0.491 & 0.485 & 0.063 & 7.823 & 0.000 & & \\ Health consciousness \(\rightarrow\) attitude towards UFFs & 0.079 & 0.082 & 0.064 & 1.230 & 0.219 & 0.508 & 0.365 \\ Subjective norms \(\rightarrow\) attitude towards UFFs & 0.117 & 0.120 & 0.051 & 2.306 & 0.021 & & \\ Knowledge \(\rightarrow\) attitude towards UFFs & 0.197 & 0.203 & 0.054 & 3.624 & 0.000 & & \\ Willimpsons to purchase \(\rightarrow\) actual buying behaviour & 0.632 & 0.631 & 0.044 & 14.511 & 0.000 & 0.399 & 0.390 \\ \hline \hline \end{tabular}
\end{table} 
Table 9: The path coefficients of the relationship between latent variables. sumers who value sustainability and care about the planet's future are motivated to choose plant-based, minimally processed foods over UPFs, strengthening the link between environmental concerns and attitudes toward ultra-processed foods. H4 is supported because consumers with strong environmental concerns tend to be more aware of the ecological impacts associated with ultra-processed food production, such as excessive packaging waste, high energy consumption, and carbon emissions. This heightened awareness leads them to form more critical attitudes toward UPFs, aligning with broader sustainable consumption practices and reinforcing the negative perception of UPFs within environmentally conscious social circles. H5 is supported (\(\beta\) = 0.529 and \(p\) < 0.001) because individuals with a positive attitude towards UPFs often associate them with greater convenience, taste, or perceived value, which further strengthens their willingness to purchase such products. Additionally, a positive attitude can influence consumer behaviour by creating a sense of trust and satisfaction, making the prospect of purchasing UPFs more appealing, especially when marketing messages align with their personal preferences. H5 is supported because a positive attitude toward UPFs makes these products appear more attractive, reducing perceived risks and enhancing consumer confidence in their quality. Additionally, favourable attitudes often foster brand loyalty, leading to repeated purchase behaviour, while effective marketing and social influences further reinforce this positive perception. Moreover, when consumers associate UPFs with convenience and desirable taste attributes, their willingness to purchase is further increased. H6 is supported (\(\beta\) = 0.632 and \(p\) < 0.001) because a high willingness to purchase typically translates into actual buying behaviour, indicating that, when consumers express strong intentions, they are likely to follow through with their purchases. Additionally, this consistency suggests that willingness to purchase is a reliable predictor of market behaviour, reflecting stable consumer decision-making processes that drive the transition from intention to action.