Social marketing to improve healthy dietary decisions

Abstract

Purpose – The purpose of this research is to improve the understanding of drivers and inhibitors of healthy diet behaviors in the context of an emerging economy, such as Mexico, with a severe problem of overweight and obesity. The theory of planned behavior (TPB) and protection motivation theory (PMT) provided the theoretical background for this study. Design/methodology/approach – A qualitative approach was used, given the limited amount of information available on consumers’ motivations to change behavior. In-depth interviews with experts in nutrition and four focus groups with consumers from two segments were performed to collect information. Thematic analysis was used to analyze information. Findings – PMT provided a better explanation of current dietary behavior; the positive attitudes that, according to TPB, are the immediate antecedent of behavior offered a poor explanation for autoreported behaviors. Results indicate that perceived low self-efficacy and high costs prevent change of behavior. Meanwhile, low vulnerability and severity among younger consumers adds to the low intention to adopt a healthier diet. In general, sensorial attributes of products, such as texture, flavor, color, smell and appearance, prevail over nutritional attributes. Practical implications – The outline of a social marketing program is suggested after the research findings. This program emphasizes prevention and is intended to complement governmental policies designed to modify the environment to facilitate access to healthy food. Originality value – Social marketing principles have been developed and applied mainly in the context of developed countries. This work contributes to the extension of such principles to an emerging economy with a public health problem related to overweight. Results of the research provide the basis to mold an appropriate intervention.

Exploring the perception of Mexican urban consumers toward functional foods using the Free Word Association technique

“…In the dimension “Hedonism and body care,” mentions were significantly fewer for the group from 18 to 25 years, which were mainly in Hedonistic attitudes. This contrast with other works that report flavor as an essential element for youths to buy functional foods (Marina et al, ; Markovina et al, ), even in Mexican consumers (Carrete & Arroyo, ). In regards to the category of Body image , Ares et al () mentioned that Uruguayan youths relate functional foods with weight loss and improved body image.…”

“…This is interesting, as in other works functional foods are related to new technologies, but not to the natural concept (Evans & Cox, ). In this sense, even though Mexico has one of the highest indices of obesity and diseases related to eating (Carrete & Arroyo, ; Espinoza‐Ortega et al, ), or maybe because of that, the associated words with highest frequency of mention toward functional foods are part of beliefs or attitudes (Roininen et al, ), that is, those foods recreate them an idea of healthy.…”

“…These may make people consider these aspects as important, but do not necessarily mean that people take action in response. Carrete and Arroyo () on their behalf, add that Mexican consumers have positive attitudes toward healthy diets as long as they have been exposed to illness. In this change of behavior, functional products could be an option and the industry may contribute to improve the life quality of consumers.…”

“…The dimension “Nutrition” was less significant for the youngest group, which indicates that these consumers are the least concerned by their nutrition in comparison to older age groups. In this way, Carrete and Arroyo (), Espinoza‐Ortega et al (), and Escobar‐López et al () comment that young Mexican consumers do not take their nutrition as seriously as other population segments. The category Good nutrition was significantly more mentioned by the group of 46 years and older, as they may be more aware of health‐related problems (Saaksjarvi et al, ).…”

“…In “Foods and nutrients,” mentions were significantly more numerous in the group of middle schooling level, which is relevant considering that the population under study largely holds this schooling level (high‐school) (Carrete & Arroyo, ), and it is also the target of governmental campaigns aimed at improving diets, health, and decreasing obesity issues (Barquera, Campos, & Rivera, ). Perhaps, Mexican consumers are more aware of those campaigns to incorporate nutritious foods in their diets such as fruits and vegetables, which were mentioned words in the category Foods for the group with lowest schooling level.…”