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Applying industry practices to promote healthy foods: An exploration of positive marketing outcomes

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  • Bublitz, Melissa G.
  • Peracchio, Laura A.

Abstract

The marketing and advertising efforts of food manufacturers and restaurants are often criticized for promoting less healthy foods. Yet, their marketing practices may provide a road map for the success of growers, producers, and marketers of healthy foods. This article proposes a framework for understanding the differences in marketing communications for healthy vs. hedonic foods. Specifically, an examination of the promotional efforts of hedonic foods as compared to healthy foods reveals marketing practices that can be adapted for healthy alternatives. Adopting these successful industry practices may promote a healthy shift in the eating habits of consumers and allow businesses that produce healthy products to thrive.

Suggested Citation

  • Bublitz, Melissa G. & Peracchio, Laura A., 2015. "Applying industry practices to promote healthy foods: An exploration of positive marketing outcomes," Journal of Business Research, Elsevier, vol. 68(12), pages 2484-2493.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:12:p:2484-2493
    DOI: 10.1016/j.jbusres.2015.06.035
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    7. Roose, Gudrun & Van Kerckhove, Anneleen & Huyghe, Elke, 2017. "Honey they shrank the food! An integrative study of the impact of food granularity and its operationalization mode on consumption," Journal of Business Research, Elsevier, vol. 75(C), pages 210-220.
    8. Stoeckl, Verena E. & Luedicke, Marius K., 2015. "Doing well while doing good? An integrative review of marketing criticism and response," Journal of Business Research, Elsevier, vol. 68(12), pages 2452-2463.
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    10. Patel, Pankaj C. & Struckell, Elisabeth M. & Ojha, Divesh, 2020. "Calorie labeling law and fast food chain performance: The value of capital responsiveness under sales volatility," Journal of Business Research, Elsevier, vol. 117(C), pages 346-356.
    11. Berg, Nathan & Preston, Kate L., 2017. "Willingness to pay for local food?: Consumer preferences and shopping behavior at Otago Farmers Market," Transportation Research Part A: Policy and Practice, Elsevier, vol. 103(C), pages 343-361.
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    13. S. Sajeesh & Ozgur M. Araz & Terry T.‐K. Huang, 2022. "Market positioning in food industry in response to public health policies," Production and Operations Management, Production and Operations Management Society, vol. 31(7), pages 2962-2981, July.
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