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Social Issue Marketing Effects on Food Purchases by College Students

Author

Listed:
  • Paul Dawson
  • Rose Martinez-Dawson
  • Wallker Beasley
  • Sophie Bignonette
  • Anabel Carroll
  • Amandine Courbon
  • Haley Johnson
  • Ava Mancini
  • Shreya Santhanam
  • Emily Skillman
  • Anna Stengel
  • Emma Stopka
  • Rachel Stratton
  • Ashlyn Thomas
  • Sarah Tietz

Abstract

College student opinions and purchase patterns on social issue (“woke”) advertising were determined using an online survey. Demographic information including gender and political affiliation were collected along with general questions on opinions on social issue marketing and specific questions related to liberal- and conservative-leaning advertisements. The student population surveyed was predominantly Caucasian (88%) and female (68%) but was more evenly distributed across political affiliation. College student were unlikely to let allow social issue marketing to affect their purchasing patterns and due to the some mixed responses to liberal and conservative-leaning marketing, the effectiveness of social-issue marketing was limited.

Suggested Citation

  • Paul Dawson & Rose Martinez-Dawson & Wallker Beasley & Sophie Bignonette & Anabel Carroll & Amandine Courbon & Haley Johnson & Ava Mancini & Shreya Santhanam & Emily Skillman & Anna Stengel & Emma Sto, 2025. "Social Issue Marketing Effects on Food Purchases by College Students," Journal of Food Research, Canadian Center of Science and Education, vol. 14(2), pages 1-12, July.
    • Handle: RePEc:ibn:jfrjnl:v:14:y:2025:i:2:p:12
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    References listed on IDEAS

    as
    1. Hume, Margee, 2010. "Compassion without action: Examining the young consumers consumption and attitude to sustainable consumption," Journal of World Business, Elsevier, vol. 45(4), pages 385-394, October.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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