Research Article

Study on the Impact of Perceived Value of Light Food Products on Consumer Decision-Making: Based on the Mediating Role of Price Promotion and Brand Stereotype

Dongni Yao 1, Yuanyuan Wang 1 *
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1 Tan Kah Kee College, Xiamen University, Xiamen 363105, China* Corresponding Author
International Journal of Business Studies and Innovation, 5(4), December 2025, 1-16, https://doi.org/10.35745/ijbsi2025v05.04.0001
Submitted: 12 August 2025, Published: 30 December 2025
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ABSTRACT

With the improvement of global health awareness and the transformation of consumption concepts, light food products have become an important carrier of the healthy diet trend, and their market scale has continued to expand. However, how consumers’ perceived value of light food affects their purchase decisions and the intermediate influence mechanism have not been fully revealed. To better understand the logic of light food consumption decisions, this study focuses on the question “How does the perceived value of light food products affect consumer decisions?” Relevant literature mostly explores the impact of perceived value on consumer behavior from a single dimension, with insufficient attention to the synergistic effect of multi-dimensional perceived value and the mediating mechanism. In view of this, based on the theory of consumer behavior and the mechanism of mediating effect theory, this study divides the perceived value of light food products into four dimensions: functional perceived value, emotional perceived value, social perceived value, and health-oriented perceived value. It empirically analyzes their direct impact on consumer decisions and explores the mediating roles of price promotion and brand stereotype. Through a sampling survey of 696 consumers nationwide and structural equation model analysis, it is found that the perceived value of light food products significantly and positively affects consumer decisions; both price promotion and brand stereotype play a partial mediating role between perceived value and consumer decisions. These conclusions not only enrich the application of perceived value theory in the field of healthy food but also provide references for light food enterprises to optimize product strategies and marketing practices.
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Keywords: Light food, Perceived value, Consumer decision-making, Price promotion, Brand stereotype

CITATION (APA)

Yao, D., & Wang, Y. (2025). Study on the Impact of Perceived Value of Light Food Products on Consumer Decision-Making: Based on the Mediating Role of Price Promotion and Brand Stereotype. International Journal of Business Studies and Innovation, 5(4), 1-16. https://doi.org/10.35745/ijbsi2025v05.04.0001

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