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, K., Ng, Y., & Prendergast, G. (2014). Should different marketing communication strategies be used to promote healthy eating among male and female adolescents?. Health Marketing Quarterly, 31 (4). https://doi.org/10.1080/07359683.2014.966005