A descriptive narrative of healthy eating: a social marketing approach using psychographics in conjunction with interpersonal, community, mass media and new media activities.
This paper explores the profile of healthy and unhealthy eating consumers in terms of demographic, psychographic and communicative variables. Data from 3,388 respondents to the 1999 DDB Needham Life Style Study were analyzed. The results show the healthy eaters to be environmentally conscious and health-oriented, suggesting an underlying theme of personal and social responsibility. The communicative activities of healthy eaters demonstrate an information orientation while unhealthy eaters are more entertainment oriented. Practical and social implications are discussed for social marketers regarding target segmentation and message design.
Dutta-Bergman
Mohar J
MJ
Purdue University, Department of Communication, Beering Hall of Liberal Arts and Education, Room 2114, 100 North University Street, West Lafayette, IN 47907-2067, USA.
D000328:Adult; D003258:Consumer Behavior / Q000706:statistics & numerical data*; D003710:Demography; D005260:Female; D015438:Health Behavior; D019538:Health Care Surveys; D006304:Health Status; D006801:Humans; D007398:Interpersonal Relations; D008019:Life Style; D008297:Male; D008402:Mass Media; D008875:Middle Aged; D009747:Nutritional Physiological Phenomena; D040241:Social Marketing; D012959:Socioeconomic Factors; D011795:Surveys and Questionnaires; D014481:United States