Should Different Marketing Communication Strategies Be Used to Promote Healthy Eating Among Male and Female Adolescents?

Kara K W CHAN*, Yu Leung NG, Gerard P PRENDERGAST

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)339-352
Number of pages14
JournalHealth Marketing Quarterly
Volume31
Issue number4
DOIs
Publication statusPublished - 2 Oct 2014

Scopus Subject Areas

  • Health Professions(all)
  • Marketing

User-Defined Keywords

  • behavioral change
  • Chinese
  • survey
  • theory of planned behavior

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