Document Type

Journal Article

Department/Unit

Department of Communication Studies; Department of Marketing

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.

Publication Year

2014

Journal Title

Health Marketing Quarterly

Volume number

31

Issue number

4

Publisher

Taylor & Francis

First Page (page number)

339

Last Page (page number)

352

Referreed

1

DOI

10.1080/07359683.2014.966005

ISSN (print)

07359683

Link to Publisher’s Edition

https://dx.doi.org/10.1080/07359683.2014.966005

Keywords

theory of planned behavior, survey, Chinese, behavioral change

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