The key determinances which influence the success of healthy eating trend.

Abstract

The changing of environment and concern of health issue can make the healthy food and related products continue sales growth for many years. The consumers have more concern about quality and safety in food which affects their purchasing behavior. The future direction of healthy food is expected to continue on a positive path thanks to high awareness of urban consumers. The purpose of this study was to find out the key determinances which make the healthy trend become popular in these recent years. This study is important to explore the business about health product. The findings from the research show that the key success factor of healthy trend comes from the influences from media and celebrity