The Halo Effect of Health Image on Consumer Decision-Making: Evidence from Sterilized Milk Products

Health-related product positioning has become an important strategy for influencing consumer evaluations and consumption behaviour. Previous studies have shown that favourable health-related perceptions positively affect consumer responses, yet the cognitive mechanism linking these perceptions to consumption decisions remains insufficiently understood. This study examines the mediating role of perceived product quality in the relationship between perceived health image and consumption decision toward Bear Brand sterilized milk in Indonesia. A survey of 200 consumers was analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings indicate that perceived health image influences consumption decisions both directly and indirectly through perceived product quality. More importantly, consumers ultimately rely on quality evaluations rather than favourable health-related impressions alone when making consumption decisions. This study contributes to consumer behaviour literature by demonstrating how the Health Halo Effect, Cue Utilization Theory, and Signalling Theory jointly explain the sequential cognitive process underlying health-related consumption decisions. In practice, the findings suggest that firms should complement health-oriented brand positioning with consistently superior product quality to strengthen consumer confidence and improve the effectiveness of health-related marketing communications.