Health consciousness is a factor that impacts the buying decision process of consumers. It has been noted that the choice between frozen food versus normal food is impacted by views on the health benefits of frozen foods. Households and individuals with a stronger perception of the health benefits of frozen food are more likely to have greater preference for frozen food versus normal food. The cognitive structure from Padel & Forster (2005) has a number of items included that relate to health consciousness, including avoiding health problems; eating and staying healthy; and own health. The health consciousness of individual consumers is important in their choice of products, as one of the key benefits identified in the intake of frozen food products is the superior healthy eating option frozen food products provide for consumers (??????). In the section of food safety, this can be considered as the main factor that stimulates the demand for frozen food products. Consumers are more concerned about health and ensuring the safety of food products and organic food products can provide greater certainty to consumers (??????). In addition, health remains one of the important factors cited and considered by consumers in their purchase of frozen food products (??????). For consumers making their decisions to purchase organic food products, the benefits in the purchase of and consumption of organic food products is important, with health benefits being a critical benefit.