Online from: 1999
Subject Area: Marketing
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|Title:||Danish and Chinese adolescents' perceptions of healthy eating and attitudes toward regulatory measures|
|Author(s):||Kara Chan, (Department of Communication Studies at Hong Kong Baptist University, Kowloon Tong, Hong Kong), Gerard Prendergast, (Department of Marketing at Hong Kong Baptist University, Kowloon Tong, Hong Kong), Alice Grønhøj, (Department of Marketing and Statistics at Aarhus School of Business, University of Aarhus, Aarhus, Denmark), Tino Bech-Larsen, (Department of Marketing and Statistics at Aarhus School of Business, University of Aarhus, Aarhus, Denmark)|
|Citation:||Kara Chan, Gerard Prendergast, Alice Grønhøj, Tino Bech-Larsen, (2011) "Danish and Chinese adolescents' perceptions of healthy eating and attitudes toward regulatory measures", Young Consumers: Insight and Ideas for Responsible Marketers, Vol. 12 Iss: 3, pp.216 - 228|
|Keywords:||Collectivism, Health promotion, Individual perception, Intervention, Surveys, Young consumers|
|Article type:||Research paper|
|DOI:||10.1108/17473611111163278 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Acknowledgements:||This study was fully supported by a Faculty Research Grant from the Hong Kong Baptist University (Project No. FRG/05-06/II-48). The Danish part was funded by The Danish Council for Strategic Research (Programme Commission on Health, Food and Welfare).Received: November 2010Revised: May 2011Accepted: May 2011|
Purpose – This article aims to examine young consumers' perceptions of healthy eating, contexts where healthy or unhealthy eating are practiced, and their evaluation of regulatory measures that discourage the consumption of unhealthy foods in two different markets.
Design/methodology/approach – A convenience sampled survey was conducted of 386 Danish and Chinese adolescents using a structured questionnaire.
Findings – Results showed that perceptions of healthy eating were generally based on concepts such as balance and moderation. Unhealthy eating was most frequently practiced at parties and in festive periods. Hong Kong respondents were more likely to associate eating habits with healthy eating than Danish respondents. Danish respondents were more likely to practice healthy eating at schools than Hong Kong respondents. Making tanks of cold water freely available everywhere was perceived to be most effective in discouraging the consumption of soft drink. There were age, gender and market differences in attitudes toward selected regulatory measures that discourage the consumption of soft drinks.
Research implications – Health educators and public health campaign designers should design health communication messages that target different perceptions of unhealthy eating, as well as different unhealthy eating contexts. Policy makers should be aware of the difference in local environmental conditions when designing regulations to encourage healthy eating.
Originality/value – The study is an innovative attempt to examine adolescents' perception of healthy eating and attitudes toward food regulatory measures in more than one consumer market.
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