Weight Loss for the Mind: Consumers’ Construction of Food Related Health Values and Their Impact on Food Health Behaviour

Publikation: KonferencebidragPaperForskningpeer review

Abstrakt

Consumers may pursue health as a value through their food consumption. However, health may be constructed in various ways and thus have various impacts on nutritional behaviour. This is what this paper sets out to explore. First, we investigate what food related health means to consumers (Study 1). Second, we illustrate how different constructions of food related health affect involvement, and ultimately food health behaviour (Study 2). Study 1 is based on qualitative depth interviews with 16 interviewees, while Study 2 is based on data (n=599) collected from a nationally representative consumer panel. Results show that food related health can be constructed in several different ways and that certain health values have a positive indirect impact on food health behaviour through food health involvement, while others have a negative indirect impact on food health behaviour through food health involvement. Finally, the marketing and policy implications of the results are discussed.
OriginalsprogEngelsk
Publikationsdato2017
Antal sider15
StatusUdgivet - 2017
BegivenhedThe 16th International Marketing Trends Conference - Madrid, Spanien
Varighed: 26 jan. 201728 jan. 2017
Konferencens nummer: 16

Konference

KonferenceThe 16th International Marketing Trends Conference
Nummer16
LandSpanien
ByMadrid
Periode26/01/201728/01/2017

Bibliografisk note

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Emneord

  • Nutrition
  • Health
  • Narrative constructions
  • Values
  • Involvement
  • Health behaviour

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