Social marketing and the conditioners of healthy food consumption among young people
Keywords:
social marketing, healthy eating, young adults, public health, intentionAbstract
This article analyzes food consumption under the scope of social marketing to investigate the behavioral aspects that can influence the adoption of healthy eating by the target audience of the study. Considering the eating habits of young adult individuals and the potential impact on public health issues, a theoretical model of eight hypotheses was developed, which were tested based on the operationalization of a survey in the cities of the Paraíba, resulting in 310 respondents. The results consisted of the characterization of the demographic profile, the verification of the moderating factor by the t statistic and the simple linear regression model. The results show that the factors of self-identity, health value, barriers and incentives for healthy eating influence the intention for healthy eating habits among young adults in the sample.
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