Subcultures in Healthy Living? A Qualitative Psycho-social Consequence Study Looking at Young Men in Copenhagen

Abstract

This qualitative study aims to identify subcultures within the segment of young men living in Copenhagen who have a relation to healthy living. By combining the theoretical foundation from mental model theory with the methodological foundation from Zaltman Metaphor Elicitation Technique (ZMET and laddering, I investigate the deeper motivations found often found in feelings and beliefs that act as drivers in these consumers’ minds concerning their relation to healthy living. In my study, I find that three subcultures presented several links and ties between constructs which were found through in-depth interviewing. These constructs could occur many times in different subcultures but when presented in specific contexts they would often have a direct link to an overall subculture presented in my three different mental models. In my thesis, I conclude, that this theoretical and methodological combination can help researchers or marketing practitioners overcome what often is seen as an ineffective practice. Namely, the need to use the functional effect of classic health claim campaigning. Instead, I show how appealing to deeper motivations and the consumer's psycho-social consequences about eating healthy can tighten the gap and misunderstandings often found in traditional health claims. This thesis was made upon 10 in-depth interviews and primarily uses a combination of induction and abductive exploration as its philosophy of science to investigate subcultures within healthy living. I believe that the scope and generalizability of this study is broad and that it can have implications for other populations than the one I used in my thesis.