Determinants of highly processed food consumption in economically active adults: the role of marketing mix and sustainability in Morelia, Michoacán, Mexico.

Abstract

This study analyzes the determinants of the consumption of highly processed foods among economically active adults in the city of Morelia, Michoacán, considering the influence of the marketing mix and sustainability perception on consumer behavior. The research is justified by the sustained increase in the consumption of ultra-processed products and their implications for public health and the sustainability of contemporary food systems. A quantitative cross-sectional study was conducted through the application of 190 structured surveys to individuals over 18 years of age with economic activity. Data were analyzed using partial least squares structural equation modeling. The results show that product, price, place, and promotion positively influence the consumption of highly processed foods, while sustainability perception presents a significant negative relationship. It is concluded that consumption responds to the interaction between commercial and socio-environmental factors, highlighting the need to promote healthier and more sustainable food consumption patterns in urban populations.