Factors Influencing Willingness to Consume Low Glycemic Index Foods Among Filipino Millennial and Gen Z Consumers

Review of Socio-Economic Research and Development Studies 2025 Volume 9 No. 2, 34-59 https://reserds.vsu.edu.ph Research Article *Corresponding author: Angelita P. Caña, State University of Northern Negros, Sagay City, Negros Occidental, Philippines. Email: [email protected]u.ph Received: August 24, 2025 | Revised: October 30, 2025 | Accepted: November 15, 2025 © The Authors (2025). This is an open access article (CC BY 4.0 License). FACTORS INFLUENCING WILLINGNESS TO CONSUME LOW GLYCEMIC INDEX FOODS AMONG FILIPINO MILLENNIAL AND GEN Z CONSUMERS Riza Abilgos-Ramos1, Rosaly V. Manaois1 *Angelita P. Caña2 1Philippine Rice Research Institute, Science City of Muñoz, Nueva Ecija 2State University of Northern Negros, Sagay City, Negros Occidental Glycemic index (GI) is a measure of how quickly food increases blood sugar level. This study examined the factors influencing willingness to consume low-GI foods among Filipino Millennial and Gen Z consumers, who make up the majority of the country's population. A total of 316 Millennial and Gen Z individuals were surveyed online utilizing Google Forms. Results showed that the commonly consumed foods by the respondents are rice, bread, pasta/noodles, and root crops. The top 3 attributes they look for in buying food products are satiety, taste, and nutritional value. Filipino Millennial and Gen Z consumers are familiar with low glycemic index; however, they were unsure if their understanding about GI in foods is precise. Moreover, they demonstrate strong interest to consume food products with a low GI. Their willingness to consume low-GI foods is moderately associated with awareness of the glycemic index of foods. The findings further demonstrated strong associations between intention to consume and prediabetes diagnosis, taste, nutritional and health value, and satiety. It can be inferred that there is a large potential for Filipino millennial and Gen Z consumers to consume low-GI foods. However, continued efforts to educate them about the benefits of low-GI food consumption should be steered to attract them to utilize these healthier dietary choices. Product developers should prioritize taste, nutritional value and satiety-inducing foods by ensuring they are palatable, nutrient-dense, and formulated with ingredients that promote satiety. Furthermore, policy makers can target food and nutrition policies to improve production and consumption of low GI foods among the Filipino young generations. Review of Socio-Economic Research and Development Studies 9(1), 2025 35 Keywords: Filipinos, Gen Z, glycemic index, millennials, purchase intention JEL Classification codes: D12, M31, I12 1. INTRODUCTION Non-communicable diseases are now the top global public health concern as a result of unhealthy diet and lifestyle. The global diabetes population increased by 315% from 200 million in 1990 to 830 million in 2022, with prevalence growing more quickly in lowand middle-income countries than in high-income countries (World Health Organization, 2024). Consumption of foods with high glycemic index is one of the factors that contribute to the prevalence of diabetes (Sagili, et al., 2022; Vlachos, et al.,2020) In the Philippines, consumption of high-glycemic rice in polished form remains high and diabetes prevalence is increasing (Department of Science and Technology [DOST, 2025). The glycemic index (GI) measures how quickly a food raises blood sugar. Glycemic index in foods is classified as high GI (GI ≥ 70), intermediate GI (55 < GI < 70), and low GI (GI ≤ 55) (Cabral et al., 2022). Foods with a high GI produce glucose rapidly, which results in increased blood sugar levels (Tan et al., 2022). On the other hand, foods with low GI are associated with a slower increase in blood sugar, indicating that these foods are healthier options particularly for persons that are suffering from diabetes (Kamchansuppasin, 2021). Consumption of low-GI foods results in weight loss (Gaesser et al., 2021) and improves blood pressure, renal function and gut microbiota composition (Peres et al., 2023). According to Kaur et al., (2015), consuming low-GI breakfast and snacks can help minimize fluctuations in blood glucose level. Most completed studies about Glycemic index are experimental in nature aimed at determining the effects of low-glycemic index (GI) foods on lowering blood sugar (Gerontiti et al., 2024; Tan et al., 2022; Chiavaroli, 2021; Zafar et al., 2019). Some studies are market research aimed at understanding consumers’ purchase and consumption behavior toward low GI foods. According to Ribeiro et al. (2019), understanding consumer acceptance on a particular product is essential for increased chance of market success. Additionally, it will help food manufacturers better predict consumer behavior, allowing them to develop products that meet market demands (Tan et al., 2022). Moreover, Tan et al. (2022) found out that health concerns, environmental concerns and knowledge of glycemic food had a positive relationship to the purchasing behaviour of low glycaemic foods. While a sensory evaluation and consumer acceptance research conducted by Esposito et al. (2024) showed that knowledge and experience in consuming low GI foods significantly influence consumers’ decision to buy these foods. Conversely, the findings Ramos et al.: Factors Influencing the Willingness to Consume Low Glycemic Index Foods 36 of Cabral et al. (2022) reported the level of rice consumption, sex, age, and education influenced consumers' perception towards rice with low GI. When it comes to dietary choices, previous studies have shown evidence that the choice of foods is influenced by several factors. French et al. (2025) reported lower income households purchase fewer healthful foods than higher income households. Similarly, Pechy et al. (2016) found out a less-healthy food choices among lower socioeconomic groups. Moreover, Finaret and Masters (2019) ascertained that when incomes rise, households tend to enhance the quality of their food rather than increase their calorie consumption. In contrast, some studies revealed that rise in income increases calorie intake in developing countries due to increase purchasing power among consumers (Bhuyan et al., 2020; Gao et al., 2020; Shabnam et al., 2021). Furthermore, several research pinpointed the role of education in dietary choices. Individuals who have attained high educational level are more likely to buy healthy food options due to increase knowledge on the benefits and impact of consuming such foods, resulting in a healthier diet (Azizi Fard, et al., 2021; Ali and Ali, 2020; van Bussel et al.,2020;). Nam and Suk (2024) also found a positive relationship between knowledge and health-conscious dietary choices, recommending efforts to address educational gaps to promote healthier food consumption. Public health systems also play a significant role in consumers dietary choices. According to Santos and Assuncao (2025), effective public policies and government measures are essential for shaping healthy food environments that support healthy diets and help reduce obesity and diet-related noncommunicable diseases (NCDs). Strong government policy is essential to create a food system that is healthy, profitable, fair, and sustainable for everyone (Mozaffarian et al., 2018) In the Philippines, Filipino consumers' acceptance of low GI foods remains unexplored. There are few market studies conducted to understand consumers behavior towards foods with low GI. According to the Consortium of International Agricultural Research Centers [CGIAR] (2024), more research is needed in the Philippines to understand how the low GI attribute affects the cooking quality, taste, and texture of rice, which are factors that heavily influence consumer preferences and purchasing decisions. Some studies about GI conducted in the Philippines focused on the identification and development of low-GI rice varieties (International Rice Research Institute, 2023; Fitzgerald et al., 2011) and the determination of GI values for commonly consumed foods loaded with carbohydrates (Trinidad et al., 2010). Conversely, there have been limited studies aimed at understanding the behavior of Filipino consumers, particularly Millennials and Generation Z, towards low-GI food products. Promoting the consumption of low-glycemic index (GI) foods is vital, as cardiovascular disease and diabetes are respectively the 1st and 5th leading causes of Review of Socio-Economic Research and Development Studies 9(1), 2025 37 death among Filipinos (Philippine Statistics Authority, 2021). This study aimed to investigate the factors that influence willingness to consume low-GI food products among Millennials (Gen Y) and Gen Z consumers, who collectively make up the majority of the country's population. Understanding the food preferences and attitudes toward low GI foods can help food processors position their low GI-food offerings to attract these young adult consumers. Moreover, results of this study can guide policy makers to target food and nutrition policies for the development and increased consumption of foods with low glycemic index. 2. METHODOLOGY Study Area The study was carried out on Filipino individuals belonging to the Millennials (Gen Y) and Gen Z generations. Millennials were defined as those born between 1980 and 1995, while Gen Z individuals were born from 1996 to 2010 (Andrea et al.,2016). These two generations make up the majority of the population in the Philippines (United Nations Population Fund [UNPFA], 2025; United Nations Development Programme [UNDP, 2024]. The respondents who participated in the online surveys were distributed across the various regions in the Philippines, as shown in Table 1. Table 1. Distribution of respondents across the regions in the Philippines Region Frequency Percentage Region 1 (Ilocos Region) 33 10.4 Region 2 (Cagayan Valley) 23 7.3 Region 3 (Central Luzon) 28 8.9 Region 4A (CALABARZON) 15 4.7 Region 4B (MIMAROPA) 14 4.4 Region 5 (Bicol Region) 19 6.0 Region 6 (Western Visayas) 48 15.2 Region 7 (Central Visayas) 26 8.2 Region 8 (Eastern Visayas) 21 6.6 Region 9 (Zamboanga Peninsula) 7 2.2 Region 10 (Northern Mindanao) 13 4.1 Region 11 (Davao Region) 14 4.4 Region 12 (SOCCSKSARGEN) 11 3.5 Region 13 (Caraga Region) 8 2.5 Ramos et al.: Factors Influencing the Willingness to Consume Low Glycemic Index Foods 38 National Capital Region (NCR) 18 5.7 Bangsamoro Autonomous Region in Muslim Mindanao (BARMM) 6 1.9 CAR (Cordillera Administrative Region) 12 3.8 Total 316 100 Sampling and Data Collection Procedure Primary data were collected through an online survey utilizing Google Forms. Using convenience sampling, the questionnaire was sent through emails and social media contacts of the Philippine Rice Research Institute (PhilRice) researchers and partners with Millennials and Gen Z individuals who were readily accessible and available completed the online survey questionnaire. A minimum of 300 adult respondents (aged ≥18 years old) based on Cochran sampling technique was determined. The actual number of respondents obtained was 316. The study did not impose quota per region, instead the distribution of respondents across regions reflected the number of Millennials and Gen Z individuals who completed the questionnaire. The participation was voluntary and informed consent from all participants was obtained. A combination of structured (multiple choice, checkbox, etc.) and semistructured (short-text description) questionnaires was used to collect the following data: (1) socio-demographic characteristics of the respondents, (2) food consumption habits (3) consumer awareness and knowledge on GI (4) preference for low-GI rice and rice-based products, (5) health status and health management, and (6) interest and willingness to purchase low-GI rice and rice-based products. Data Analysis Descriptive statistics particularly averages or means, frequencies and percentages were employed to analyze the demographic characteristics of the respondents, their commonly consumed rice-based meals, preference for low-GI rice and rice-based products, health conditions, health management methods, and their awareness and willingness to consume low GI foods. Conversely, to determine the factors that influence Millennials and Gen Zs to consume low-GI foods, correlation analysis was used. By using correlation, the study purposes to determine the relationship or association between the identified factors and the willingness of Millennials and Gen Z consumers to consume low glycemic index food Review of Socio-Economic Research and Development Studies 9(1), 2025 39 without imposing causation. Understanding which variables are associated with intention to consume low GI is important for guiding product developers and policymakers. Past studies have shown that consumers’ consumption of functional foods including low glycemic index foods are linked to several motivations including health concerns, environmental concerns and knowledge of glycemic food (Tan et al., 2022), knowledge and experience in consuming low GI foods (Esposito et al., 2024) and individuals’ personal characteristics (Cabral et al., 2022). Furthermore, consumers’ decision to purchase and consume foods are affected by nutritional value especially among health-conscious individuals (Wang, 2024; Shammakh et al., 2020), and taste, preferring delicious foods (Mustapa et al., 2024; Andrianto, 2019). The study variables correlated with willingness to consume low GI foods include socio-demographic characteristics, particularly age, sex, marital status, education and income. Other variables include awareness on GI of foods, prediabetes diagnosis, taste, nutritional and health value, affordability, food safety, product brand, recommendations by family and friends, satiety. Below are the descriptions/measurements of the variables: Variable Description/Measurement Age Refers to the age of the respondents in number of years (age range) Sex Is a nominal variable referring to the sex of the respondents (coded as male1; female-2) Marital status Is a nominal variable referring to the marital status of the respondents (coded as single-1, married 2, widow/er or separated-3). Education Is an ordinal variable indicating the education level of the respondents (coded as primary-1, secondary-2, tertiary-3 vocational-4) Income Refers to the income of the respondents (income range) Awareness on GI of foods Refers to respondents’ awareness to glycemic index of foods (coded as aware-1, aware but not certain-2, and not aware-3) Prediabetes diagnosis Is a nominal variable referring to the prediabetes diagnosis of the respondents (coded as 1-with prediabetes diagnosis 2-no prediabetes diagnosis) Ramos et al.: Factors Influencing the Willingness to Consume Low Glycemic Index Foods 40 Taste Refers to the taste attribute of the low GI foods. This is measured using a 5-point Likert scale specifically agreement scale coded as Strongly Disagree-1 Disagree-2 Neutral -3 Agree-4 Strongly Agree-5) Nutritional and health value Refers to the nutritional and health value attribute of the low GI foods. This is measured using a 5point Likert scale specifically agreement scale coded as Strongly Disagree-1 Disagree-2 Neutral - 3 Agree-4 Strongly Agree-5) Affordability Refers to the affordability attribute of the low GI foods. This is measured using a 5-point Likert scale specifically agreement scale coded as Strongly Disagree-1 Disagree-2 Neutral -3 Agree-4 Strongly Agree-5) Food safety Refers to the food safety attribute of the low GI foods. This is measured using a 5-point Likert scale specifically agreement scale coded as Strongly Disagree-1 Disagree-2 Neutral -3 Agree-4 Strongly Agree-5) Product brand Refers to the product brand consideration for buying low GI foods. This is measured using a 5point Likert scale specifically agreement scale coded as Strongly Disagree-1 Disagree-2 Neutral - 3 Agree-4 Strongly Agree-5) Recommendations by family and friends Refers to the family and friends’ recommendations consideration for buying low GI foods. This is measured using a 5-point Likert scale specifically agreement scale coded as Strongly Disagree-1 Disagree-2 Neutral -3 Agree-4 Strongly Agree-5) Satiety Refers to the satiety attribute of the low GI foods. This is measured using a 5-point Likert scale specifically agreement scale coded as Strongly Disagree-1 Disagree-2 Neutral -3 Agree-4 Strongly Agree-5) Review of Socio-Economic Research and Development Studies 9(1), 2025 41 3. RESULTS AND DISCUSSION Socio-demographic Profile of the Respondents Table 2 shows the socio-demographic characteristics of the respondents. Results showed that more than half (59%) of the respondents are Generation Z while 41% are Millennials. The respondents have an average age of 26 years old in which according to the Department of Science and Technology - Philippine Council for Health Research and Development (DOST-PCHRD) age classification, this age belongs to the young adult category. Young adults are individuals who are living independently, have high educational attainment, and are employed. Additionally, in terms of health condition, this age group is vulnerable to weight gain (Poobalan, 2014). Regarding sex, the majority of them are female (60.1%) while 39.9 are male. Previous studies (Bärebring et al., 2020; Glorioso et al., 2018) reported that women are more health conscious than men, and that women are often the primary decision-makers for household purchases (Tariga et al., 2021). Most (79.9%) of the respondents are single, while the remaining 18.3% are married. This predominance of single individuals is possibly because this study was conducted online through Google Forms. Single or unmarried individuals tend to spend more time using the internet than married couples (Labucay, 2014). This finding could also suggest an increasing interest of unmarried people for health-beneficial foods including foods with low GI. According to Dalin-as et al. (2023) unmarried Filipino consumers are more likely to buy functional foods. Further descriptive statistics revealed that most of the respondents have attained college educational level (75.9%). This aligns with the study of Poobalan (2014) and Azizi Fard et al. (2021) which reported that there is a strong positive correlation between an individual’s educational attainment and his/her choice for healthier food options indicating that those with higher educational level are more likely to buy foods with health benefits. Majority of the study participants (67%) earned a monthly income between PhP10,000 to PhP40,000. According to the Philippines' income classification, these individuals belong to the low income but not poor category (Ta-asan, 2022) indicating that they have financial capability to buy health-beneficial foods which are often perceived as more expensive (Grant et al., 2020). Additionally, 13% of the respondents have a monthly income above PhP40,000, suggesting a high purchasing power of the millennials and Gen Z consumers. Therefore, they can afford to buy healthy food choices and have the capacity to engage in health-conscious consumption behavior, including the potential to purchase and consume foods with low-GI. Ramos et al.: Factors Influencing the Willingness to Consume Low Glycemic Index Foods 42 Table 2. Socio-demographic profile of respondents Variable Frequency Percentage (%) Gen Z or Centennials 186 59 Gen Y or Millennials 130 41 Total 316 100 Age (average in years) 26 Sex Male 126 39.9 Female 190 60.1 Total 316 100 Civil Status Single 252 79.9 Married 58 18.3 Widow/er or separated 6 1.8 Total 316 100 Education Primary 6 1.8 Secondary 11 3.6 College 240 75.9 Vocational 59 18.7 Total 316 100 Income PhP10,0000 and below 63 20 PhP10,000-40,000 209 66 PhP4,0000-70,000 35 11 PhP70,000-100,000 6 2 Above PhP100,0000 3 1 Total 316 100 Food Consumption Habits Among Millennials and Gen Z Descriptive analysis revealed that rice (42.5%) is the top consumed food by Filipino millennials and Gen Z consumers (Table 3). This is because rice is the staple food in the Philippines (Dasmarinas, 2020). In general, Filipinos consume polished white rice which is eaten together with viands like meat, fish, and vegetables. Filipinos consume meals three times a day during breakfast, lunch, and dinner with rice constituting the big portion of each meal. However, Fuller-Thomson et al., (2017) emphasized that a meal Review of Socio-Economic Research and Development Studies 9(1), 2025 49 The study also found a strong association (Phi and Cramer's V = .874) between the nutritional and health value of low-glycemic index (GI) foods and willingness to consume. This means that Millennial and Gen Z consumer groups’ intention to consume low GI foods increases with nutritional content and health benefits of these products. Chilón-Troncos (2024) highlighted that awareness on the nutritional benefits of foods influence consumers' willingness to eat healthy foods. Perceived value is positively associated with intention to purchase (Duffett and Charles, 2023). Food developers should include in the product labels the GI value of the product and its nutritional or health benefits to encourage Millennial and Gen Z consumers to consume these foods. In addition, the feeling of satiety (Phi and Cramer's V = .792) is strongly correlated with purchase intent. This means that millennial and Gen Z consumers’ willingness to buy low GI foods increases when they experience a feeling of satiety or fullness from consuming these foods. This aligns with the findings of Molnar et al. (2023), which indicate that individuals are more likely to buy whole-grain products, such as cookies, because of their ability to provide a longer-lasting sense of satiety (Table 6). This finding implies for product developers to formulate ingredients that promote satiety. Table 6. Correlation analysis on the factors influencing willingness to consume low GI foods Variable Pearson Chi-Square P-value Phi and Cramer's V Age 25.763a .476 .305 Sex 1.461a .227 .073 Marital status 3.589a .166 .114 Education 5.596a .231 .142 Income 3.589a .166 .114 Awareness on GI of foods 7.241a .027** .161 Prediabetes diagnosis 87.192a .000*** .560 Taste 229.796a .000*** .909 Nutritional and health value 212.334a .000*** .874 Affordability 13.136a .069 .217 Food safety 3.855a .796 .118 Product brand 7.600a .369 .165 Recommendations by family and friends 8.344a .303 .173 Satiety 174.427a .000*** .792 *significant **highly significant ***very highly significant Ramos et al.: Factors Influencing the Willingness to Consume Low Glycemic Index Foods 50 4. CONCLUSION & RECOMMENDATION The study allows for understanding into the willingness to consume and preferences of Filipino millennials and Gen Z consumers regarding low-GI (glycemic index) foods. Despite lacking full understanding about which foods have low-GI, millennials and Gen Z consumers indicated high willingness to consume these foods. However, it is imperative to address the knowledge gap by educating the young adult consumers about low-GI foods and their health benefits. This study has theoretical and practical implications such that it contributes to a deeper understanding of the factors that influence the food consumption decisions of Filipino millennials and Gen Z toward low GI foods. By understanding these factors, food manufacturers can better position their low-GI food products to meet the preferences of Filipino millennials and Gen Z consumer segments. To increase the utilization of low glycemic index foods, continued efforts in educating the Filipino millennial and Gen Z consumer groups about low-GI foods and their health benefits be made. Moreover, food product developers should put into considerations taste, nutritional value, and satiety when developing foods with low GI. They should ensure that low GI food products are enjoyable to eat or palatable, nutritious, and promote satiety. In addition, food product developers should include in the product labels the glycemic index value of foods to help consumers make informed consumption choices. At the national level, nutrition interventions such as school-based feeding programs and product labelling requirements must push for low-GI foods. The government could implement subsidized program for consumers with limited access to low GI foods such as those living in rural areas and low-income households. On the other hand, product developers could partner with local retailers to ensure low GI food products are distributed to these consumer segments. With an increased consumption of low-GI foods, prevalence of diabetes and other non-communicable diseases (NCDs) can be reduced resulting in lower health expenditures. 5. ACKNOWLEDGMENT We are grateful to Alcel Atanacio for her assistance in the data collection and processing and to Maecy Baptista for re-processing the data. We are also indebted to all our online survey respondents. Review of Socio-Economic Research and Development Studies 9(1), 2025 51 6. REFERENCES 6Wresearch. (2025, February). Philippines Bread and Bakery Products Market | Size 2031. 6Wresearch. Retrieved April 22, 2025, from https://www.6wresearch.com/industry-report/philippines-bread-and-bakeryproducts-market-2020-2026 Alrashed, F. A., Ahmad, T., Almurdi, M. M., Alqahtani, A. S., Alamam, D. M., & Alsubiheen, A. M. (2023). Investigating the relationship between lifestyle factors, family history, and diabetes mellitus in non-diabetic visitors to primary care centers. Saudi Journal of Biological Sciences, 30(9), 103777. https://doi.org/10.1016/j.sjbs.2023.103777 Ali, T. and Ali, J. (2020). Factors affecting the consumers’ willingness to pay for health and wellness food products. Journal of Agriculture and Food Research Volume 2 https://doi.org/10.1016/j.jafr.2020.100076 Andrea, B., Gabriella, H., & Tímea, J. (2016). Y and Z generations at workplaces. Journal of Competitiveness, 6(3), 90–106. https://doi.org/10.7441/joc.2016.03.06 Andrianto, F. (2019). The influence of taste and product quality to purchasing decisions and customer satisfaction. Journal of World Conference (JWC), 1(1), 106–110. https://doi.org/10.29138/prd.v1i1.31 Angeles-Agdeppa, I., & Custodio, M. R. S. (2020). Food sources and nutrient intakes of Filipino working adults. Nutrients, 12(4), 1009. https://doi.org/10.3390/nu12041009 Angeles-Agdeppa, I., Platon-Desnacido, J., Ducay, A. J., Duante, C., & Phanvijhitsiri, K. (2022). Drivers and Barriers of whole grain consumption in the Philippines: 2019 Expanded National Nutrition Survey. The Philippine Journal of Science, 151(5). https://doi.org/10.56899/151.05.25 Arasa, D. (2025, January 6). PhilRice announces new rice varieties that can lower blood sugar. Inquirer. Retrieved April 2, 2025, from https://technology.inquirer.net/139690/philrice-announces-new-rice-varietiesthat-can-lower-blood-sugar Azizi Fard, N., De Francisci Morales, G., Mejova, Y. et al. On the interplay between educational attainment and nutrition: a spatially-aware perspective. EPJ Data Science 10, 18 (2021). https://doi.org/10.1140/epjds/s13688-021-00273-y Ballesteros, J., Abilgos-Ramos, R., & Amestoso, N. (2019). Experts’ perspective, consumer perception on rice-based products and market trend on consumer goods for rice-based product idea generation. Rice-Based Biosystem Journal, 5, 27–39. Ramos et al.: Factors Influencing the Willingness to Consume Low Glycemic Index Foods 52 Bärebring, L., Palmqvist, M., Winkvist, A., & Augustin, H. (2020). Gender differences in perceived food healthiness and food avoidance in a Swedish populationbased survey: a cross sectional study. Nutrition Journal, 19(1). https://doi.org/10.1186/s12937-020-00659-0 Bhuyan B., Sahoo B.., & Suar D. (2020). Quantile regression analysis of predictors of calorie demand in India: An implication for sustainable development Goals. Journal of Quantitative Economics Volume 18, pp. 825–859. doi: 10.1007/s40953-020-00200-4 Bocog, R., Paradero, A., & Abilgos-Ramos, R. (2023). Perceptions and Factors Affecting Consumers’ Purchase Intentions of Fermented Rice Bran (FRB)- Enriched Bakery Products in Leyte, Philippines. Science and Humanities Journal, 18, 58– 76. https://doi.org/10.47773/shj.1998.181.5 Cabral, D., Fonseca, S. C., Moura, A. P., Oliveira, J. C., & Cunha, L. M. (2022). Conceptualization of Rice with Low Glycaemic Index: Perspectives from the Major European Consumers. Foods, 11(14), 2172. https://doi.org/10.3390/foods11142172 Cando, L. F. T., Quebral, E. P. B., Ong, E. P., Catral, C. D. M., Relador, R. J. L., Velasco, A. J. D., Alcazar, R. M. U., Reyes, N. a. L., Pilotin, E. J. B., Ornos, E. D. B., PazPacheco, E., & Tantengco, O. a. G. (2024). Current status of diabetes mellitus care and management in the Philippines. Diabetes & Metabolic Syndrome Clinical Research & Reviews, 18(2), 102951. https://doi.org/10.1016/j.dsx.2024.102951 Caña, A. Abilgos-Ramos, R. Corpuz, H. Morales, A. Mancio, R. Lagrimas, P. Catague, M. Montibon, J. (2025). Volume 9 No.1 pp. 21-43 https://doi.org/10.5281/zenodo.17196789 Castillo, F. G., Jr. (2023). Consumer Buying Behavior: the multicultural influence in the Philippines. Zenodo (CERN European Organization for Nuclear Research). https://doi.org/10.5281/zenodo.7648082 Consortium of International Agricultural Research Centers [CGIAR]. (2024, October 22). IRRI researchers capture consumer insights on low glycemic index rice in ongoing market study”, https://www.cgiar.org/news-events/news/irri-researcherscapture-consumer-insights-on-low-glycemic-index-rice-in-ongoing-marketstudy/ (accessed 12 April 2025). Chiavaroli, L., Lee, D., Ahmed, A., Cheung, A., Khan, T. A., Blanco, S., Mejia, N., Mirrahimi, A., Jenkins, D. J. A., Livesey, G., Wolever, T. M. S., Rahelić, D., Kahleová, H., Salas-Salvadó, J., Kendall, C. W. C., & Sievenpiper, J. L. (2021). Effect of low glycaemic index or load dietary patterns on glycaemic control Review of Socio-Economic Research and Development Studies 9(1), 2025 53 and cardiometabolic risk factors in diabetes: systematic review and metaanalysis of randomised controlled trials. BMJ, n1651. https://doi.org/10.1136/bmj.n1651 Chilón-Troncos, R. F., García-Salirrosas, E. E., Escobar-Farfán, M., Millones-Liza, D. Y., & Villar-Guevara, M. (2024). Predicting willingness to consume healthy brand foods using the theory of planned behavior: the role of nutritional literacy. Frontiers in Nutrition, 11. https://doi.org/10.3389/fnut.2024.1353569 Dalin-As, D., Abilgos-Ramos, R., & Paradero, A. (2023). Perceptions and Determinants of Consumers’ Willingness to buy (WTB) fermented rice bran-enriched beverages in eastern Visayas, Philippines. The Philippine Journal of Science, 152(5). https://doi.org/10.56899/152.05.21 Dasmarinas, D. M., Palisoc, A. R., Reyes, V. A., Roman, P. C., & Abelgas, F. J. (2020). The food consumption of Generation Z in Colegio de De Letran: A basis for marketing programs. Linang, 2(1), 52–62. De-Magistris, T., & Gracia, A. (2016). Does hunger matter in consumer purchase decisions? An empirical investigation of processed food products. Food Quality and Preference, 55, 1–5. https://doi.org/10.1016/j.foodqual.2016.08.002 Di Pede, G., Dodi, R., Scarpa, C., Brighenti, F., Dall’Asta, M., & Scazzina, F. (2021). Glycemic Index Values of Pasta Products: An Overview. Foods, 10(11), 2541. https://doi.org/10.3390/foods10112541 Department of Science and Technology [DOST] (2025, July 10). Survey says: Rice, not meat, is Filipinos’ top protein source. https://www.dost.gov.ph/knowledgeresources/news/86-2025-news/4074-survey-says-rice-not-meat-is-filipinos-topprotein-source.html#maincontents Department of Science and Technology [DOST] (2025, July 3). DOST-FNRI unveils 2023 Filipinos state of health and nutrition. https://www.dost.gov.ph/knowledgeresources/news/86-2025-news/4067-dost-fnri-unveils-2023-filipinos-state-ofhealth-and-nutrition.html Department of Science and Technology - Philippine Council for Health Research and Development (DOST-PCHRD). (2025.). Cardiometabolic risk profile of young adults with diabetes in the Philippines: A cross-sectional analytic study using data from the 8th Philippine National Nutrition Survey. https://registry.healthresearch.ph/index.php/component/healthregistry/?view =research&layout=details&cid=2684 Duffett, R. G., & Charles, J. R. (2024). Assessing antecedents of Google shopping ads intention to purchase: a multigroup analysis of generation Y and Z 26(7), 1–21. https://doi.org/10.1108/yc-12-2023-1923 Ramos et al.: Factors Influencing the Willingness to Consume Low Glycemic Index Foods 54 Esposito, L., Casolani, N., Ruggeri, M., Spizzirri, U. G., Aiello, F., Chiodo, E., Martuscelli, M., Restuccia, D., & Mastrocola, D. (2024). Sensory evaluation and consumers’ acceptance of a low glycemic and Gluten-Free Carob-Based bakery product. Foods, 13(17), 2815. https://doi.org/10.3390/foods13172815 Finaret A.B., Masters W.A. (2019). Beyond calories: The new economics of nutrition. Annual Review of Resource Economics. 11:237–259. doi: 10.1146/annurevresource-100518-094053 Fitzgerald, M. A., Rahman, S., Resurreccion, A. P., Concepcion, J., Daygon, V. D., Dipti, S. S., Kabir, K. A., Klingner, B., Morell, M. K., & Bird, A. R. (2011). Identification of a major genetic determinant of glycaemic index in rice. Rice, 4(2), 66–74. https://doi.org/10.1007/s12284-011-9073-z French, S. Tangney, C, Crane, M., Wang, Y. & Appelhans, B. (2019). Nutrition quality of food purchases varies by household income: the SHoPPER study. BMC Public Health 19, 231 https://doi.org/10.1186/s12889-019-6546-2 Fuller-Thomson, E., Roy, A., Chan, K. T., & Kobayashi, K. M. (2017). Diabetes among non-obese Filipino Americans: Findings from a large population-based study. Canadian Journal of Public Health, 108(1), e36–e42. https://doi.org/10.17269/cjph.108.5761 Gaesser, G. A., Jones, J. M., & Angadi, S. S. (2021). Perspective: Does Glycemic Index Matter for Weight Loss and Obesity Prevention? Examination of the Evidence on “Fast” Compared with “Slow” Carbs. Advances in Nutrition, 12(6), 2076– 2084. https://doi.org/10.1093/advances/nmab093 Galarpe, K. and Digal, L. (2023). Factors driving consumer demand for instant noodles among college students in Davao City. UP Mindandao University Library Open Public Access Catalog, available at: https://koha.upmin.edu.ph/cgibin/koha/opac-detail.pl?biblionumber=20437 (accessed 2 March 2025). Gao Y., Zheng Z. & Henneberry S.R. (2020). Is nutritional status associated with income growth? Evidence from Chinese adults. China Agricultal Economics. Review Volume 12 pp. 507–525. https://doi.org/10.1108/CAER-11-2019-0216 Giron, M. S., & De La Vega, S. A. (2022). Prevalence of Diabetes among CommunityLiving Older Persons in the Philippines: the FITForFrail study. Journal of the ASEAN Federation of Endocrine Societies, 37(2), 23–27. https://doi.org/10.15605/jafes.037.02.15 Gerontiti, E., Shalit, A., Stefanaki, K., Kazakou, P., Karagiannakis, D., Peppa, M., Psaltopoulou, T. & Paschou, S. (2024). The role of low glycemic index and load diets in medical nutrition therapy for type 2 diabetes: an update. Hormones Vol. 23, p.p. 655–665. Review of Socio-Economic Research and Development Studies 9(1), 2025 55 Glorioso, Ma. I., Gonzales, M., Avilla, J., & Capanzana, M. (2018). Consumers’ Patronage of Healthy Meal Options in a Food Establishment. Philippine Journal of Science, 147(2), 255–260. Grant, S. M., Glenn, A. J., Wolever, T. M. S., Josse, R. G., O’Connor, D. L., Thompson, A., Noseworthy, R. D., Seider, M., Sobie, M., Bhatti, G., Cavanagh, J., Jones, E., & Darling, P. B. (2020). Evaluation of Glycemic Index Education in People Living with Type 2 Diabetes: Participant Satisfaction, Knowledge Uptake, and Application. Nutrients, 12(8), 2416. https://doi.org/10.3390/nu12082416 Hameed, F., Malik, I. A., Hadi, N. U., & Raza, M. A. (2023). Brand awareness and purchase intention in the age of digital communication: A moderated mediation model of celebrity endorsement and consumer attitude. Online Journal of Communication and Media Technologies, 13(2), e202309. https://doi.org/10.30935/ojcmt/12876 Harvard Health Publishing. (2023, April 14). A good guide to good carbs: The glycemic index. https://www.health.harvard.edu/healthbeat/a-good-guide-to-good-carbs-theglycemic-index International Rice Research Institute. (2023, October 16). IRRI reveals scientific breakthrough for low and ultra-low glycemic index rice. https://www.irri.org/news-and-events/news/irri-reveals-scientificbreakthrough-low-and-ultra-low-glycemic-index-rice Kamchansuppasin, A., Sirichakwal, P. P., Bunprakong, L., Yamborisut, U., Kongkachuichai, R., Kriengsinyos, W., & Nounmusig, J. (2021). Glycaemic index and glycaemic load of commonly consumed Thai fruits. International Food Research Journal, 28(4), 788–794. https://doi.org/10.47836/ifrj.28.4.15 Kaur, B., Ranawana, V., Teh, A., & Henry, C. J. K. (2015). The impact of a low glycemic index (GI) breakfast and snack on daily blood glucose profiles and food intake in young Chinese adult males. Journal of Clinical & Translational Endocrinology, 2(3), 92–98. https://doi.org/10.1016/j.jcte.2015.05.002 Kyrou, I., Tsigos, C., Mavrogianni, C., Cardon, G., Van Stappen, V., Latomme, J., Kivelä, J., Wikström, K., Tsochev, K., Nanasi, A., Semanova, C., Mateo-Gallego, R., Lamiquiz-Moneo, I., Dafoulas, G., Timpel, P., Schwarz, P. E. H., Iotova, V., Tankova, T., Makrilakis, K., & Manios, Y. (2020). Sociodemographic and lifestyle-related risk factors for identifying vulnerable groups for type 2 diabetes: a narrative review with emphasis on data from Europe. BMC Endocrine Disorders, 20(S1). https://doi.org/10.1186/s12902-019-0463-3 Ramos et al.: Factors Influencing the Willingness to Consume Low Glycemic Index Foods 56 Labucay, I. D. (2014). Patterns of Internet usage in the Philippines. In The Internet and the Google age: Prospects and perils (pp. 27–49). https://doi.org/10.14705/rpnet.2014.000176 Lao, V., Paradero, A., & Abilgos-Ramos, R. (2022). Assessing consumers’ willingness to buy native delicacies incorporated with fermented rice bran in Leyte, Philippines. Rice-Based Biosystems Journal, 10(1), 87–94. Marangoni, F., & Poli, A. (2008). The glycemic index of bread and biscuits is markedly reduced by the addition of a proprietary fiber mixture to the ingredients. Nutrition Metabolism and Cardiovascular Diseases, 18(9), 602–605. https://doi.org/10.1016/j.numecd.2007.11.003 Molnar, D., Novotni, D., Kurek, M., Galić, K., Iveković, D., Bionda, H., & Ščetar, M. (2022). Characteristics of edible films enriched with fruit by-products and their application on cookies. Food Hydrocolloids, 135, 108191. https://doi.org/10.1016/j.foodhyd.2022.108191 Mustapa, M. a. C., Kallas, Z., Silande, C., Gagnaire, V., Jan, G., López-Mas, L., & AguilóAguayo, I. (2024). From taste to purchase: Understanding the influence of sensory perceptions and informed tasting on plant-based product purchases - An extension of the theory of planned behavior. Journal of Agriculture and Food Research, 16, 101188. https://doi.org/10.1016/j.jafr.2024.101188 Nam, SJ & Suk, J. (2024). Influence of health food literacy on willingness to pay for healthier foods: focus on food insecurity. International Journal for Equity in Health 23, 80 https://doi.org/10.1186/s12939-024-02135-1 Ndetei, D. M., Mutiso, V., Musyimi, C., Nyamai, P., Lloyd, C., & Sartorius, N. (2024). Association of type 2 diabetes with family history of diabetes, diabetes biomarkers, mental and physical disorders in a Kenyan setting. Scientific Reports, 14(1). https://doi.org/10.1038/s41598-024-61984-6 Pasqualoni, I., Tolve, R., Simonato, B., & Bianchi, F. (2024). The impact of selected ingredients on the predicted glycemic index and technological properties of bread. Foods, 13(16), 2488. https://doi.org/10.3390/foods13162488 Pechey R. and Monsivais P. (2016). Socioeconomic inequalities in the healthiness of food choices: Exploring the contributions of food expenditures. Preventive Medicine 88:203-9. DOI: 10.1016/j.ypmed.2016.04.012 Peres, M., Costa, H. S., Silva, M. A., & Albuquerque, T. G. (2023). The health effects of low glycemic index and low glycemic load interventions on prediabetes and Type 2 diabetes mellitus: A literature Review of RCTs. Nutrients, 15(24), 5060. https://doi.org/10.3390/nu15245060 Review of Socio-Economic Research and Development Studies 9(1), 2025 57 Poobalan, A. S., Aucott, L. S., Clarke, A., & Smith, W. C. S. (2014). Diet behaviour among young people in transition to adulthood (18–25 year olds): a mixed method study. Health Psychology and Behavioral Medicine, 2(1), 909–928. https://doi.org/10.1080/21642850.2014.931232 Philippine Statistics Authority [PSA] .(2021). Causes of death in the Philippines (preliminary): January to December 2021”, available at: https://psa.gov.ph/content/causes-deaths-philippines-preliminary-januarydecember (accessed 15 September 2024). Ribeiro, A. R., Altintzoglou, T., Mendes, J., Nunes, M. L., Dinis, M. T., & Dias, J. (2018). Farmed fish as a functional food: Perception of fish fortification and the influence of origin – Insights from Portugal. Aquaculture, 501, 22–31. https://doi.org/10.1016/j.aquaculture.2018.11.002 Sagili, V. S., Chakrabarti, P., Jayanty, S., Kardile, H., & Sathuvalli, V. (2022). The Glycemic Index and Human Health with an Emphasis on Potatoes. Foods, 11(15), 2302. https://doi.org/10.3390/foods11152302 Santos M and Assuncao R. (2025). Food Choice, Nutrition, and Public Health. Foods. 14(7):1243. https://doi.org/10.3390/foods14071243 Schadow, A. M., Revheim, I., Spielau, U., Dierkes, J., Schwingshackl, L., Frank, J., Hodgson, J. M., Moreira-Rosário, A., Seal, C. J., Buyken, A. E., & RosendahlRiise, H. (2022). The effect of regular consumption of reformulated breads on glycemic Control: A Systematic Review and Meta-Analysis of Randomized Clinical Trials. Advances in Nutrition, 14(1), 30–43. https://doi.org/10.1016/j.advnut.2022.10.008 Shammakh, M., Ali, R. T., & Shaari, T. (2020). The Relationship of Health and Nutrition Claims towards Purchasing Choices among Consumers in Shah Alam, Selangor. Journal of Nutritional Science and Vitaminology, 66(Supplement), S222– S225. https://doi.org/10.3177/jnsv.66.s222 Shabnam N., Ashraf M.A., Laar R.A. & Ashraf R. (2021). Increased Household Income Improves Nutrient Consumption in Pakistan: A Cross-Sectional Study. Frontiers in Nutrition Volume 8. https://doi.org/10.3389/fnut.2021.672754 Skřivan, P., Sluková, M., Sinica, A., Bleha, R., Švec, I., Šárka, E., & Pourová, V. (2024). Glycaemic Index of bakery products and possibilities of its optimization. Applied Sciences, 14(14), 6070. https://doi.org/10.3390/app14146070 Statista. (2025, October). Pasta - Philippines | Statista market forecast. https://www.statista.com/outlook/cmo/food/bread-cerealproducts/pasta/philippines Ramos et al.: Factors Influencing the Willingness to Consume Low Glycemic Index Foods 58 Ta-asan, K. (2022, May 19). Who Are The Middle Class In The Philippines? Philippine Institute of Development Studies. Retrieved December 4, 2024, from https://pidswebs.pids.gov.ph/CDN/document/1653265260_628ad36c07ed2.pdf Tan, B., Lau, T., Tan, B., & Lo, Y. (2022). Appealing to the health-conscious: low glycaemic food purchase behaviour. Food Research, 6(6), 143–148. https://doi.org/10.26656/fr.2017.6(6).890 Tariga, J. N., Nolasco, D. P., & Barayuga, S. J. R. (2021). Food consumption habits of consumers in the Philippines: Changes amidst the pandemic. International Journal of Public Health Science (IJPHS), 10(3), 662. https://doi.org/10.11591/ijphs.v10i3.20823 Tomas, M. (2021, August 27). Study: More Filipino consumers aware of health benefits of low-GI rice : DA-PhilRice. Philippine Rice Research Institute. Retrieved February 8, 2025, from https://www.philrice.gov.ph/study-more-filipinoconsumers-aware-of-health-benefits-of-low-girice/#:~:text=GI%20is%20a%20value%20assigned%20to%20foods,%E2%80%9C White%20or%20polished%20rice%20has%20high%20GI Topolska, K., Florkiewicz, A., & Filipiak-Florkiewicz, A. (2021). Functional Food— Consumer Motivations and Expectations. International Journal of Environmental Research and Public Health, 18(10), 5327. https://doi.org/10.3390/ijerph18105327 Trinidad, T. P., Mallillin, A. C., Sagum, R. S., & Encabo, R. R. (2010). Glycemic index of commonly consumed carbohydrate foods in the Philippines. Journal of Functional Foods, 2(4), 271–274. https://doi.org/10.1016/j.jff.2010.10.002 United Nations Development Programme [UNDP]. (2024, October 8). Empowering Filipino Youth for a Resilient Future. https://www.undp.org/philippines/pressreleases/empowering-filipino-youth-resilient-future United Nations Population Fund [UNPFA]. (2025). Young People. https://philippines.unfpa.org/en/topics/young-people-19 United Nation Department of Agriculture [USDA] (2024). Snack Foods Market Brief. Report Number: RP2024-0015 United States Centers for Disease Control and Prevention. (2024, May 15). Diabetes risk factors. https://www.cdc.gov/diabetes/risk-factors/index.html van Bussel L., van Rossum C., Temme E., Boon P., & Ocké M. (2020). Educational differences in healthy, environmentally sustainable and safe food consumption among adults in the Netherlands. Public Health Nutrition 23(12):2057-2067. DOI: https://doi.org/10.1017/S1368980019005214 Vlachos D., Malisova S., Lindberg FA. & Karaniki G. (2020). Glycemic Index (GI) or Glycemic Load (GL) and Dietary Interventions for Optimizing Postprandial