# Consumer Perceptions and Attitudes Towards Ultra-Processed Foods
## 3 Related Work
### Comparison of Existing Models of User Attitudes Towards Industrially Formulated Foods
These attitudes are influenced by various factors, including personal beliefs, health consciousness, social norms, marketing exposure, and environmental awareness [43]. Empirical studies indicate that negative attitudes towards UPFs are often driven by concerns about their nutritional quality, potential health risks, and environmental impact, whereas positive attitudes are typically associated with their convenience and affordability [32; 36]. Willingness to purchase UPFs represents a behavioural intention and reflects the extent to which consumers are inclined to buy these products in the future. It is influenced by attitudes, perceived social norms, personal values, and product-related factors such as price, taste, and convenience [36]. Demographic variables such as age, income level, and education significantly moderate the relationship between attitudes and purchase intentions towards UPFs [40]. Actual buying behaviour towards UPFs refers to the observed purchasing patterns and consumption habits of individuals concerning these products. It represents the final stage in the decision-making process, influenced by prior attitudes, purchase intentions, and external factors such as marketing strategies, availability, and socio-economic status. Research indicates that, despite growing health awareness, UPFs continue to dominate food markets globally due to their convenience, aggressive advertising, and widespread availability in modern retail environments [32]. Price sensitivity, time constraints, and taste preferences often outweigh health-related concerns, leading to the frequent consumption of UPFs, especially among younger populations and urban dwellers [40]. Additionally, impulsive buying tendencies, influenced by promotional offers and attractive packaging, significantly affect the actual purchase of UPFs. Based on the synthesis and comparison of existing models for consumer attitudes towards UPFs (Table 1) and an analysis of key factors influencing food-related decision-making, the following hypotheses are formulated:  
**H1:**: _There is a significant impact of health consciousness on consumer attitudes towards ultra-processed foods._
**H2:**: _There is a significant impact of knowledge about UPFs on consumer attitudes towards ultra-processed foods._
**H3:**: _There is a significant impact of social norms on consumer attitudes towards ultra-processed foods._
**H4:**: _There is a significant impact of environmental concerns on consumer attitudes towards ultra-processed foods._
**H5:**: _There is a significant impact of attitude towards ultra-processed foods on consumer willingness to purchase._
**H6:**: _There is a significant impact of consumer willingness to purchase towards their actual buying behaviour._
**H7:**: _Customer demographic characteristics have statistically significant mediating effects on consumer attitudes, willingness to purchase, or purchase decisions._  
Note: the demographic characteristics include gender, age, educational level, and residence. The proposed structural model (Figure 1) integrates psychological, social, and environmental constructs, reflecting the complex nature of consumer decision-  
The proposed hypotheses help determine the impact of key factors on various aspects of consumer attitudes toward UPFs. In the next section, we present a holistic approach to analysing how these factors determine purchasing behaviour concerning attitudes toward UPF products.