A social marketing perspective of young adults' concepts of eating for health: is it a question of morality?
Abstract Background Poor dietary choices are a risk factor for non-communicable diseases. Young adults have low levels of engagement towards their health and may not see the importance in the adoption of healthy eating behaviours at this stage in their lives. Here we utilise social marketing princip...
| Main Authors: | , , , , , , , |
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| Format: | Article |
| Language: | English |
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BMC
2020-03-01
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| Series: | International Journal of Behavioral Nutrition and Physical Activity |
| Subjects: | |
| Online Access: | http://link.springer.com/article/10.1186/s12966-020-00946-3 |
| _version_ | 1818062151068155904 |
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| author | Linda Brennan Karen Klassen Enqi Weng Shinyi Chin Annika Molenaar Michael Reid Helen Truby Tracy A. McCaffrey |
| author_facet | Linda Brennan Karen Klassen Enqi Weng Shinyi Chin Annika Molenaar Michael Reid Helen Truby Tracy A. McCaffrey |
| author_sort | Linda Brennan |
| collection | DOAJ |
| description | Abstract Background Poor dietary choices are a risk factor for non-communicable diseases. Young adults have low levels of engagement towards their health and may not see the importance in the adoption of healthy eating behaviours at this stage in their lives. Here we utilise social marketing principles, digital ethnography and online conversations to gain insights into young adults’ attitudes and sentiments towards healthy eating. Methods Young Australian adults who use social media at least twice a day were recruited by a commercial field house. Using a mixture of methods, combining online polls, forums and conversations, participants (n = 195, 18–24 years old) engaged in facilitated discussions over an extended 4 week period about health and eating-related topics. Data were analysed using thematic analysis constant comparison approach. A post-hoc conceptual framework related to religion was theorised and used as a metaphor to describe the results. Results Findings demonstrate that different segments of young adults with varying attitudes and interest towards healthy eating exist. We developed a conceptual framework based on consumer segmentation which adopted religious metaphors as a typology of ‘consumers’. Some young adults practice and believe in the message of healthy eating (saints), whilst some oppose these messages and are not motivated to make any change (sinners), another segment are both aware of and interested in the issues but do not put healthy eating behaviours as a current priority (person in the pew). Conclusions Consumer segmentation and social marketing techniques assist health professionals to understand their target audience and tailor specific messages to different segments. Segmentation provides insights on which groups may be most easily influenced to adopt the desired behaviours. The typology presented may be a useful tool for health professionals and social marketers to design strategies to engage young adults in healthy eating, particularly those in the pew who are contemplating a change but lacking the motivation. The utilisation of marketing segmentation in health promotion has the potential to enhance health messaging by tailoring messages to specific segments based on their needs, beliefs and intentions and therefore drive the efficient use of resources towards those most likely to change. |
| first_indexed | 2024-12-10T13:59:39Z |
| format | Article |
| id | doaj.art-8f5a9ca995d54274b4ffa43e3f68e06b |
| institution | Directory Open Access Journal |
| issn | 1479-5868 |
| language | English |
| last_indexed | 2024-12-10T13:59:39Z |
| publishDate | 2020-03-01 |
| publisher | BMC |
| record_format | Article |
| series | International Journal of Behavioral Nutrition and Physical Activity |
| spelling | doaj.art-8f5a9ca995d54274b4ffa43e3f68e06b2022-12-22T01:45:50ZengBMCInternational Journal of Behavioral Nutrition and Physical Activity1479-58682020-03-0117111410.1186/s12966-020-00946-3A social marketing perspective of young adults' concepts of eating for health: is it a question of morality?Linda Brennan0Karen Klassen1Enqi Weng2Shinyi Chin3Annika Molenaar4Michael Reid5Helen Truby6Tracy A. McCaffrey7School of Media and Communications, RMIT UniversityDepartment of Nutrition, Dietetics and Food, Monash UniversityFaculty of Arts and Education, Deakin UniversitySchool of Media and Communications, RMIT UniversityDepartment of Nutrition, Dietetics and Food, Monash UniversitySchool of Economics, Finance and Marketing, RMIT UniversityDepartment of Nutrition, Dietetics and Food, Monash UniversityDepartment of Nutrition, Dietetics and Food, Monash UniversityAbstract Background Poor dietary choices are a risk factor for non-communicable diseases. Young adults have low levels of engagement towards their health and may not see the importance in the adoption of healthy eating behaviours at this stage in their lives. Here we utilise social marketing principles, digital ethnography and online conversations to gain insights into young adults’ attitudes and sentiments towards healthy eating. Methods Young Australian adults who use social media at least twice a day were recruited by a commercial field house. Using a mixture of methods, combining online polls, forums and conversations, participants (n = 195, 18–24 years old) engaged in facilitated discussions over an extended 4 week period about health and eating-related topics. Data were analysed using thematic analysis constant comparison approach. A post-hoc conceptual framework related to religion was theorised and used as a metaphor to describe the results. Results Findings demonstrate that different segments of young adults with varying attitudes and interest towards healthy eating exist. We developed a conceptual framework based on consumer segmentation which adopted religious metaphors as a typology of ‘consumers’. Some young adults practice and believe in the message of healthy eating (saints), whilst some oppose these messages and are not motivated to make any change (sinners), another segment are both aware of and interested in the issues but do not put healthy eating behaviours as a current priority (person in the pew). Conclusions Consumer segmentation and social marketing techniques assist health professionals to understand their target audience and tailor specific messages to different segments. Segmentation provides insights on which groups may be most easily influenced to adopt the desired behaviours. The typology presented may be a useful tool for health professionals and social marketers to design strategies to engage young adults in healthy eating, particularly those in the pew who are contemplating a change but lacking the motivation. The utilisation of marketing segmentation in health promotion has the potential to enhance health messaging by tailoring messages to specific segments based on their needs, beliefs and intentions and therefore drive the efficient use of resources towards those most likely to change.http://link.springer.com/article/10.1186/s12966-020-00946-3Young adultsHealthy eatingSocial marketingBehaviour changeObesityBehavioural typology |
| spellingShingle | Linda Brennan Karen Klassen Enqi Weng Shinyi Chin Annika Molenaar Michael Reid Helen Truby Tracy A. McCaffrey A social marketing perspective of young adults' concepts of eating for health: is it a question of morality? International Journal of Behavioral Nutrition and Physical Activity Young adults Healthy eating Social marketing Behaviour change Obesity Behavioural typology |
| title | A social marketing perspective of young adults' concepts of eating for health: is it a question of morality? |
| title_full | A social marketing perspective of young adults' concepts of eating for health: is it a question of morality? |
| title_fullStr | A social marketing perspective of young adults' concepts of eating for health: is it a question of morality? |
| title_full_unstemmed | A social marketing perspective of young adults' concepts of eating for health: is it a question of morality? |
| title_short | A social marketing perspective of young adults' concepts of eating for health: is it a question of morality? |
| title_sort | social marketing perspective of young adults concepts of eating for health is it a question of morality |
| topic | Young adults Healthy eating Social marketing Behaviour change Obesity Behavioural typology |
| url | http://link.springer.com/article/10.1186/s12966-020-00946-3 |
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