Factors Responsible For Energy Bar Consumption Among South African Consumers

Abstract

This research article identifies the factors that contribute towards the energy bar consumption among South African consumers. In the current environment people are conscious about health and healthy food. Energy bar consumption is most popular among the consumers considering the convenience and busy lifestyles. This article centres on understanding the factors that are responsible for energy bar consumption. This study adopted the I-Change model as a theoretical framework, using three phases awareness, motivation and action to identify the factors that are responsible. Under each phase, specific factors are evaluated to understand whether awareness, motivation and action all three phases equally contribute to the consumption of energy bars. This article is one of the contributions of the authors to the literature, and also, marketers may consider these factors while framing strategies.