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Danish and Chinese adolescents' perceptions of healthy eating and attitudes toward regulatory measures

Danish and Chinese adolescents' perceptions of healthy eating and attitudes toward regulatory... 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Young Consumers Insight and Ideas for Responsible Marketers Emerald Publishing

Danish and Chinese adolescents' perceptions of healthy eating and attitudes toward regulatory measures

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References (47)

Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1747-3616
DOI
10.1108/17473611111163278
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Young Consumers Insight and Ideas for Responsible MarketersEmerald Publishing

Published: Aug 30, 2011

Keywords: Health promotion; Intervention; Surveys; Individual perception; Collectivism; Young consumers

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