title: Should different marketing communication strategies be used to promote healthy eating among male and female adolescents?
abstract: A study was conducted to examine how interpersonal norms, media norms, attitudes, perceived behavioral control, perceived barriers, and self-efficacy had an influence on healthy eating intention among adolescents. A probability sample of 544 adolescents aged 12 to 18 was conducted. Results indicated that girls had a more favorable attitude and intention toward healthy eating than boys. Healthy eating intention among boys was predicted by attitude, perceived behavioral control, perceived barriers, and self-efficacy, and among girls was predicted by perceived behavioral control and self-efficacy. Different marketing strategies to promote healthy eating among adolescent boys and girls should be adopted.
authors.affiliation: a Department of Communication Studies , Hong Kong Baptist University , Kowloon Tong , Hong Kong.
authors.forename: Kara
authors.initials: K
authors.lastname: Chan
authors.forename: Yu-Leung
authors.initials: YL
authors.lastname: Ng
authors.forename: Gerard
authors.initials: G
authors.lastname: Prendergast
mesh_terms: D000293:Adolescent; D000294:Adolescent Behavior; D001294:Attitude to Health; D002648:Child; D005260:Female; D015438:Health Behavior; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion / Q000379:methods*; D006723:Hong Kong; D006801:Humans; D008297:Male; D040541:Marketing / Q000379:methods*; D020377:Self Efficacy; D012737:Sex Factors; D011795:Surveys and Questionnaires
keywords: Chinese; behavioral change; survey; theory of planned behavior