The research topic of this thesis is to investigate the dietary related health motivation and clarify the implications for food marketers when marketing healthy foods. By using theory from the field of consumer behavior, I have developed a behavior specific structural model upon Fishbeins integrated model of theories of behavioral prediction. Fishbeins model sets up the frame for the structural equation model on how behavioral, normative and control beliefs affect attitude, subjective norm and perceived behavioral control, which in turn affect the motivation to eat a healthy diet. Since Fishbein’s model is developed for behavior in general, the model is adapted to the dietary related health motivation by the results of the 6 conducted in-depth interviews. Which beliefs belonged in the model was investigated by conducting a factor analysis of the data from 238 survey respondents between 20 and 59 years of age living in Denmark. The structural equation model was then solved by using the Partial Least Squares method. The research resulted in several findings. First, the Danish consumers are only somewhat motivated to eat healthy and the variable that influence the dietary health motivation the most, was first of all the attitude towards eating healthy (consisting of food characteristics and benefits of eating healthy) and second of all perceived behavioral control, whereas the subjective norm did not have nearly as much influence on the motivation. Second, the perceived behavioral control had the best potential in improving the dietary related health motivation, because attitudes already had high evaluations. Third, the perceived behavioral control was best improved by a focus on time, more specifically the perception of how time consuming making sure to eat a healthy diet is, and of how time consuming finding healthy food in a hurry is. Fourth, the research showed evidence that men are less motivated to eat a healthy diet than women and that people over 45 years of age are more motivated to eat a healthy diet than people younger than this age. These findings is due to men’s lower rating of the characteristics and benefits of a healthy diet, and that people over 45 years of age find eating healthy less time consuming. The above research led to identifications of three prioritized focus points, time, health and weight, for food marketers to use when marketing healthy foods to health conscious consumers. First of all the food marketers must take a low-involved-consumers approach. Secondly they must bring in the three identified focus points in both product development and advertisement of their products to especially women less than 45 years of age.
|Educations||MSc in Economics and Marketing, (Graduate Programme) Final Thesis|
|Number of pages||144|