Healthy eating is often perceived as more expensive than consuming processed or unhealthy foods, raising concerns about the affordability of healthy diets among different populations. The present study was undertaken to compare the cost of healthy and unhealthy foods between rural and urban areas, assess consumer perceptions regarding the affordability of healthy eating, identify factors influencing food purchasing decisions, and evaluate perceptions of the impact of healthy eating on overall well-being. A comparative research design was adopted, and data were collected from 100 respondents, comprising 50 rural and 50 urban participants, selected through random sampling. Data were collected using a structured questionnaire along with market price observations of selected healthy and unhealthy food items. Descriptive statistics, paired t-test, and Chi-square test were used for data analysis. The findings showed that the mean prices of both healthy and unhealthy food items were significantly higher in urban areas than in rural areas (p<0.001), with a greater price difference observed for healthy foods. A significantly higher proportion of urban respondents (72%) perceived healthy eating as expensive compared with rural respondents (30%) (χ²=17.5, p<0.001). Convenience and availability were the leading factors influencing food purchasing decisions in both groups. The high cost of fresh produce and the time and effort required for meal preparation were the major factors contributing to the perception that healthy foods are expensive. Most respondents from both rural and urban areas perceived that healthy eating moderately improves overall well-being. The study concludes that healthy foods are comparatively more costly, particularly in urban areas, indicating a need to improve their affordability and accessibility and strengthen nutritional awareness among consumers.