Document Type

Journal Article

Department/Unit

Department of Communication Studies

Abstract

This study explores perceptions of healthy/unhealthy eating, and perceptions of various socializing agents encouraging healthy eating, amongst Chinese adolescents. A survey was conducted of 152 seven, eighth and ninth grade Hong Kong students. A structured questionnaire with closed-ended questions was distributed in three public secondary schools. Results showed that respondents frequently ate out with friends and frequently consumed a range of relatively unhealthy food (candies, chips, and soft drinks). They perceived that a balanced diet and eating at a regular time were the most important attributes of healthy eating. In terms of situational influences on their consumption, respondents most likely ate unhealthy food at parties, when eating out or with friends. They most likely ate healthy food at home and when they were sick. Looking at socializing agents, respondents claimed that parents and government publicity asked them to eat healthy food more often than teachers or friends. Parents were also perceived as being the most effective source in encouraging them to eat healthy food. In terms of alternative advertising appeals discouraging unhealthy eating, respondents considered news and fear appeals the most effective, while popularity and achievement appeals were considered relatively less effective.

Publication Year

2009

Journal Title

Journal of Consumer Marketing

Volume number

26

Issue number

1

Publisher

Emerald

First Page (page number)

6

Last Page (page number)

14

Referreed

1

Funder

Hong Kong Baptist University

DOI

10.1108/07363760910927000

ISSN (print)

07363761

Link to Publisher’s Edition

http://www.emeraldinsight.com/10.1108/07363760910927000

Keywords

adolescents, health education, China, advertising execution

Included in

Communication Commons

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