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Persuading young consumers to make healthy nutritional decisions

Brennan, Ross; Dahl, Stephan; Eagle, Lynne

Authors

Ross Brennan

Stephan Dahl

Lynne Eagle



Abstract

There is widespread concern that consumers are making inappropriate decisions about what they eat, leading to a growing incidence of obesity and chronic illness, which will strain public-health budgets and damage economic competitiveness. Inappropriate nutritional decisions and obesity are of particular public-policy importance where young consumers are concerned. The paper investigates how consumers, particularly young consumers, can be persuaded to make better nutritional decisions voluntarily, and how government and commercial persuasive communications can be deployed to facilitate such decisions. The key conclusions are that the mass media are not a reliable vehicle for bringing about the desired behavioural changes, but that new media, such as the Internet and 'text messaging', should be used to deliver tailored messages to individuals, particularly younger consumers. © 2010 Westburn Publishers Ltd.

Citation

Brennan, R., Dahl, S., & Eagle, L. (2010). Persuading young consumers to make healthy nutritional decisions. Journal of Marketing Management, 26(7-8), 635-655. https://doi.org/10.1080/0267257X.2010.481177

Journal Article Type Article
Publication Date Dec 1, 2010
Journal Journal of Marketing Management
Print ISSN 0267-257X
Electronic ISSN 1472-1376
Publisher Taylor & Francis (Routledge)
Peer Reviewed Peer Reviewed
Volume 26
Issue 7-8
Pages 635-655
DOI https://doi.org/10.1080/0267257X.2010.481177
Keywords young consumers, social marketing, health, nutrition, obesity
Public URL https://uwe-repository.worktribe.com/output/977313
Publisher URL http://dx.doi.org/10.1080/0267257X.2010.481177




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