TY - JOUR
T1 - Should Different Marketing Communication Strategies Be Used to Promote Healthy Eating Among Male and Female Adolescents?
AU - CHAN, Kara K W
AU - NG, Yu Leung
AU - PRENDERGAST, Gerard P
N1 - Funding Information:
This study was fully supported by a Faculty Research Grant from the Hong Kong Baptist University (Project No. FRG2/11-12/011).
PY - 2014/10/2
Y1 - 2014/10/2
N2 - A study was conducted to examine how interpersonal norms, media norms, attitudes, perceived behavioral control, perceived barriers, and self-efficacy had an influence on healthy eating intention among adolescents. A probability sample of 544 adolescents aged 12 to 18 was conducted. Results indicated that girls had a more favorable attitude and intention toward healthy eating than boys. Healthy eating intention among boys was predicted by attitude, perceived behavioral control, perceived barriers, and self-efficacy, and among girls was predicted by perceived behavioral control and self-efficacy. Different marketing strategies to promote healthy eating among adolescent boys and girls should be adopted.
AB - A study was conducted to examine how interpersonal norms, media norms, attitudes, perceived behavioral control, perceived barriers, and self-efficacy had an influence on healthy eating intention among adolescents. A probability sample of 544 adolescents aged 12 to 18 was conducted. Results indicated that girls had a more favorable attitude and intention toward healthy eating than boys. Healthy eating intention among boys was predicted by attitude, perceived behavioral control, perceived barriers, and self-efficacy, and among girls was predicted by perceived behavioral control and self-efficacy. Different marketing strategies to promote healthy eating among adolescent boys and girls should be adopted.
KW - behavioral change
KW - Chinese
KW - survey
KW - theory of planned behavior
UR - http://www.scopus.com/inward/record.url?scp=84911402214&partnerID=8YFLogxK
U2 - 10.1080/07359683.2014.966005
DO - 10.1080/07359683.2014.966005
M3 - Article
C2 - 25405634
AN - SCOPUS:84911402214
VL - 31
SP - 339
EP - 352
JO - Health Marketing Quarterly
JF - Health Marketing Quarterly
SN - 0735-9683
IS - 4
ER -