explores how celebrity endorsers can be employed by the healthy food industry to influence the customers. The healthy food … industry in India is still at a nascent stage but is showing huge potential. Marketers of these healthy food brands have … in their purchase decision regarding healthy food. To study this, the first part of the paper explores the attitude of …

Food well-being (FWB) is defined as “a positive psychological, physical, emotional, and social relationship with food … influences on food decision making into cognitive and emotional information that guide food choices and can be used by consumers …