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Gender differences in marketer and non-marketer-dominated sources of sustainable health and wellness information

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  • Paul J. Costanzo
  • Cynthia P. Costanzo

Abstract

Concerns about how consumers respond to health care promotional information in the United States led the authors to conduct an exploratory study to investigate gender differences in the knowledge, and the level of importance of health and wellness issues. Seven marketer-dominated and three non-marketer-dominated sources of Health Care Information (HCI) were examined. Significant findings were found for three marketer-dominated and three non-marketer-dominated sources Health and Wellness Information. Additionally, significant differences were found between men and women’s ratings of the importance of childhood obesity, healthy nutrition, and the importance of regular exercise. The results on this study may be relevant to health care marketing professionals and for promotional planners developing sustainable health and wellness integrated marketing communication campaigns. This paper is a submission to the JGSMS Special Issue on Sustainability.

Suggested Citation

  • Paul J. Costanzo & Cynthia P. Costanzo, 2019. "Gender differences in marketer and non-marketer-dominated sources of sustainable health and wellness information," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 29(1), pages 42-50, January.
    • Handle: RePEc:taf:jgsmks:v:29:y:2019:i:1:p:42-50
    DOI: 10.1080/21639159.2018.1552531
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    Cited by:

    1. Lee, Youseok & Kim, Sang-Hoon & Cha, Kyoung Cheon, 2021. "Impact of online information on the diffusion of movies: Focusing on cultural differences," Journal of Business Research, Elsevier, vol. 130(C), pages 603-609.
    2. Lee, Eung Jin & Bae, Joonheui & Kim, Kyung Hoon, 2020. "The effect of environmental cues on the purchase intention of sustainable products," Journal of Business Research, Elsevier, vol. 120(C), pages 425-433.

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