author(s)
Dr. Priyanka

abstract
This study examines consumer buying intention towards healthy products in Bhiwani District of Haryana, India. With rising health consciousness and lifestyle diseases, understanding consumer preferences and purchasing patterns for healthy products has become crucial. A survey of 110 consumers was conducted using structured questionnaires. The study analyzes demographic factors, awareness levels, purchasing patterns and factors influencing buying decisions. Findings reveal that health consciousness, price and product quality are primary determinants of purchase decisions. The study provides endorsements for marketers and policymakers to promote healthy food consumption.