Under the “Light Wellness” Consumer Trend—A Study on Consumer Purchase Intentions and Market Expansion Strategies for Functional Snacks

Abstract

This study examines consumer purchase intentions and market expansion strategies for functional snacks within the “light wellness” trend. It reviews relevant theories and the market landscape, combining questionnaire surveys with empirical analysis. Using SPSS and Stata, the study conducts reliability and validity tests, exploratory factor analysis, correlation analysis, regression analysis, and robustness tests. Findings show that perceived value—comprising functional, hedonic, symbolic, social, and conditional dimensions—positively influences purchase intention, with functional value exerting the strongest effect; health concern positively moderates this relationship, and sub-sample regressions confirm robustness. Firms should advance market expansion through product innovation, value communication, scenario building, and channel synergy.