Department of Communication Studies; Department of Marketing
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.
theory of planned behavior, survey, Chinese, behavioral change
Source Publication Title
Health Marketing Quarterly
Taylor & Francis
Link to Publisher's Edition
Chan, Kara, Yu-Leung Ng, and Gerard Prendergast. "Should different marketing communication strategies be used to promote healthy eating among male and female adolescents?." Health Marketing Quarterly 31.4 (2014): 339-352.