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Social marketing and the conditioners of healthy food consumption among young people

Author

Listed:
  • Stephanie Ingrid Souza Barboza

    (Universidade Federal da Paraíba)

  • Flávio Perazzo Barbosa Mota

    (Universidade Federal da Paraíba)

  • Joice dos Santos Alves

    (Universidade Federal da Paraíba)

Abstract

This article analyzes food consumption under the scope of social marketing to investigate the behavioral aspects that can influence the adoption of healthy eating by the target audience of the study. Considering the eating habits of young adult individuals and the potential impact on public health issues, a theoretical model of eight hypotheses was developed, which were tested based on the operationalization of a survey in the cities of the Paraíba, resulting in 310 respondents. The results consisted of the characterization of the demographic profile, the verification of the moderating factor by the t statistic and the simple linear regression model. The results show that the factors of self-identity, health value, barriers and incentives for healthy eating influence the intention for healthy eating habits among young adults in the sample.

Suggested Citation

  • Stephanie Ingrid Souza Barboza & Flávio Perazzo Barbosa Mota & Joice dos Santos Alves, 2021. "Social marketing and the conditioners of healthy food consumption among young people," Responsibility and Sustainability, IAPNM LATAM, vol. 6(1), pages 3-13, January-D.
    • Handle: RePEc:ayu:journl:v:6:y:2021:i:1:p:3-13
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    More about this item

    Keywords

    social marketing; healthy eating; young adults; public health; intention;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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