<p>Consumer motivational states significantly affect their healthy food choices. Previous research mainly focused on the influence of directly health-related motivations on these choices, neglecting the impact of the fundamental human drive for happiness. Our research addressed this gap by exploring how the pursuit of meaning, a fundamental motivation for achieving happiness, impacts healthy food choices. Using a cross-lagged panel design, a real behavioral study, and two lab experiments, we found that individuals who pursue meaning show a heightened preference for healthy foods. This effect is mediated by future temporal focus. Furthermore, reward-seeking moderates the above mediating mechanism. Specifically, the mediating role of future temporal focus exists only among individuals with low reward-seeking tendencies. These findings not only expand our understanding of how the pursuit of meaning influences healthy food choices but also enhance time perspective theory by identifying the mediating role of future temporal focus. The research also provides valuable insights for marketers and policymakers aiming to promote healthy food choices and enhance long-term consumer well-being.</p>