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Persuading young consumers to make healthly nutritional decisions

Brennan, Ross; Dahl, Stephan; Eagle, Lynne

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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.

Citation

Brennan, R., Dahl, S., & Eagle, L. (2010). Persuading young consumers to make healthly 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 Jul 1, 2010
Publicly Available Date Jun 8, 2019
Journal Journal of Marketing Management
Print ISSN 0267-257X
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/977301
Publisher URL http://dx.doi.org/10.1080/0267257X.2010.481177
Additional Information Additional Information : This is a preprint of an article whose final and definitive form has been published in the Journal of Marketing Management (2010) [copyright Taylor & Francis]; Journal of Marketing Management is available online at: http://www.informaworld.com/smpp/content~db=all?content=10.1080/0267257X.2010.481177

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