Healthy Eating—A Structured Literature Review Using Theory‐Context‐Characteristics‐Methods (TCCM) Approach and Future Research Agendas

• Published in: Journal of consumer behaviour Vol. 24; no. 4; pp. 2097 - 2120
• Main Authors: Ahuja, Sanjog Singh, Rai, Krupa
• Format: Journal Article
• Language: English
• Published: London Wiley Subscription Services, Inc 01.07.2025
• Subjects: bibliometric analysis; Bibliometrics; Brands; Consumers; COVID-19; Emotions; healthy eating; Healthy food; Literature reviews; Natural & organic foods; qualitative analysis; Qualitative research; systematic literature review (SLR); Systematic review; TCCM framework; Theory of planned behavior
• ISSN: 1472-0817; 1479-1838
• DOI: 10.1002/cb.2507

ABSTRACT Academic interest in healthy eating remained limited until the early 2000s. A detailed bibliometric analysis revealed that research on this subject has tripled every decade. No comprehensive review has been conducted on the expanding body of research on healthy eating, which has gained significant attention, particularly after COVID‐19. This study applies the theory‐context‐characteristics‐methods (TCCM) framework to examine key theories, contexts (including countries), characteristics (variables), and analytical methods used in healthy eating research. This study systematically analyzes 339 articles, highlighting the prominence of variables such as consumers' cognitive or affective states, as well as the widespread use of theories like the theory of planned behavior in this research field. Although health perceptions and preferences for packaged food have been studied, further research is needed on consumer preferences for organic food and the influence of brand‐related factors on healthy eating. This multi‐method study traces the evolution of healthy eating research over three decades, identifying three key stages. It also employs qualitative analysis and the TCCM framework to suggest future research directions.