Consumer Psychology in the Keto Era

Why do consumers choose ketogenic products? What influences their decisions, and how do they define health, lifestyle, and value in a market shaped by trends and information overload?

This book explores the psychology behind consumer choices in the growing ketogenic market, with a focused look at buying behavior in Germany. Drawing from qualitative research and real consumer interviews, it uncovers the factors, emotional, social, practical, and informational, that shape how people decide what to buy.

Instead of discussing the ketogenic diet itself, this book takes a step back and asks: What drives people to choose keto in the first place? What do they understand about it? And how can businesses and marketers align with these motivations?

Whether you are a marketing professional, brand strategist, entrepreneur, or academic researcher, this work offers a grounded and insightful view into consumer behavior in one of today’s most dynamic health-driven markets.

Based on original doctoral research, this book identifies key psychological triggers, patterns, and influences that matter not only for ketogenic products, but for any product where health meets personal choice.