Short answer
When marketing online food services, especially during health-sensitive periods, emphasize product quality and accessibility while carefully considering how price promotions might be perceived in light of health concerns. Ensure promotional content aligns with or acknowledges health awareness.
- Field
- Innovation & Markets
- Source
- المجلة العربية للإدارة (2025)
- Method
- Quantitative survey research
- Sample
- 465 respondents
- Evidence
- Moderate effect
Consumers' heightened health awareness significantly influences how marketing mix strategies affect their decisions to purchase food online, particularly during health crises. This innovation & markets research insight is drawn from a 2025 study published in المجلة العربية للإدارة. Using Quantitative survey research with 465 respondents, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When marketing online food services, especially during health-sensitive periods, emphasize product quality and accessibility while carefully considering how price promotions might be perceived in light of health concerns. Ensure promotional content aligns with or acknowledges health awareness.
Health Awareness Moderates Marketing Mix Impact on Online Food Purchases
Consumers' heightened health awareness significantly influences how marketing mix strategies affect their decisions to purchase food online, particularly during health crises.
المجلة العربية للإدارة · 2025
Key Findings
- 01Marketing mix elements (product, place, promotion) positively impact online food purchasing decisions, with price having a non-significant effect.
- 02Promotion did not have a statistically significant impact on consumer health awareness.
- 03Consumer health awareness is significantly related to purchasing decisions.
- 04Health awareness partially mediates the effect of the overall marketing strategy on purchasing decisions.
Application
Design takeaway
When marketing online food services, especially during health-sensitive periods, emphasize product quality and accessibility while carefully considering how price promotions might be perceived in light of health concerns. Ensure promotional content aligns with or acknowledges health awareness.
How to apply
Businesses in the online food delivery sector should conduct market research to understand current health awareness levels and adapt their marketing mix, particularly product descriptions and delivery channel communications, to resonate with these concerns.
Project actions
- 01Consider how current events or societal concerns might influence user behaviour and perception of marketing efforts.
- 02When analyzing marketing strategies, look beyond just the direct impact and explore potential mediating or moderating factors.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Investigates a relevant mediating factor (health awareness) in a timely context (COVID-19).
- +Utilizes a quantitative approach with a substantial sample size.
Limitations
The specific context of COVID-19 might limit the generalizability of findings to situations without a prominent health crisis. The study focused on online food purchasing, so results may differ for other product categories.
Reliability & validity
The study's reliability would be supported by a consistent methodology and a large sample size. Validity would depend on the accuracy of the survey instruments in measuring the intended constructs (marketing mix, health awareness, purchasing decisions).
Think critically
How might the 'price' element of the marketing mix be perceived differently by consumers with high versus low health awareness, even if it doesn't directly impact purchasing decisions in this study?
Design Principles
"During health-conscious periods, marketing strategies must balance product/service appeal with an understanding of consumer health awareness, as this awareness can act as a significant filter for purchasing decisions."
Understanding this interplay is crucial for businesses operating in the online food retail sector. It highlights the need to tailor marketing strategies not just to product and price, but also to the prevailing health concerns and awareness levels of their target audience.
What This Means for Your Design
When selling food online, especially when people are worried about health (like during COVID-19), how much people care about being healthy changes how much they listen to ads and decide to buy. Businesses need to talk about health in their ads and product details.
How to use in your project
- 1.Reference this study when discussing how external factors (like health crises) and user psychology (health awareness) influence the effectiveness of marketing strategies in your design project.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that consumer health awareness acts as a significant mediator in the relationship between marketing mix strategies and purchasing decisions, particularly in contexts like online food retail during health crises (Alsheikh & Alsheikh, 2025). This suggests that design projects aiming to influence consumer behaviour must consider the prevailing psychological landscape and tailor their communication to align with or acknowledge these awareness levels, rather than relying solely on traditional marketing tactics.
Source
المجلة العربية للإدارة
Health-awareness of Saudi Consumers and its Mediating Impact on The Effect of Marketing Mix Strategy on Purchasing Food Online during COVID-19
journal · 2025
View sourceQuestions About This Research
- What does the research say about health awareness moderates marketing mix impact on online food purchases?
- When marketing online food services, especially during health-sensitive periods, emphasize product quality and accessibility while carefully considering how price promotions might be perceived in light of health concerns. Ensure promotional content aligns with or acknowledges health awareness. Evidence: المجلة العربية للإدارة (2025).
- Why does "Health Awareness Moderates Marketing Mix Impact on Online Food Purchases" matter for design?
- Understanding this interplay is crucial for businesses operating in the online food retail sector. It highlights the need to tailor marketing strategies not just to product and price, but also to the prevailing health concerns and awareness levels of their target audience.
- How can designers apply this research?
- When marketing online food services, especially during health-sensitive periods, emphasize product quality and accessibility while carefully considering how price promotions might be perceived in light of health concerns. Ensure promotional content aligns with or acknowledges health awareness.
- What were the main findings?
- Marketing mix elements (product, place, promotion) positively impact online food purchasing decisions, with price having a non-significant effect.. Promotion did not have a statistically significant impact on consumer health awareness.. Consumer health awareness is significantly related to purchasing decisions.. Health awareness partially mediates the effect of the overall marketing strategy on purchasing decisions.
- What research method was used?
- Quantitative survey research with 465 respondents.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2025 journal from المجلة العربية للإدارة.
- What should I do differently in my next project?
- Businesses in the online food delivery sector should conduct market research to understand current health awareness levels and adapt their marketing mix, particularly product descriptions and delivery channel communications, to resonate with these concerns.
- What are the limitations?
- The study was conducted in Saudi Arabia during a specific period (COVID-19), and findings may not generalize to other regions or times. The impact of price was found to be non-significant, which could be context-specific.