Social marketing to improve healthy dietary decisions

2014 ◽  
Vol 17 (3) ◽  
pp. 239-263 ◽  
Author(s):  
Lorena Carrete ◽  
Pilar Arroyo
Keyword(s):  
Social Marketing ◽  
Public Health Problem ◽  
Developed Countries ◽  
Emerging Economy ◽  
Theoretical Background ◽  
Overweight And Obesity ◽  
Severe Problem ◽  
Content Type ◽  
Positive Attitudes ◽  
Sensorial Attributes

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.

Using a social marketing approach to develop a pro-diversity intervention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Markus Brauer ◽  
Anissa Dumesnil ◽  
Mitchell Robert Campbell
Keyword(s):  
Social Marketing ◽  
Academic Research ◽  
Target Audience ◽  
Content Type ◽  
Target Behaviors ◽  
Positive Attitudes ◽  
Discriminatory Behavior ◽  
Small Set ◽  
Targeted Messages ◽  
Marketing Approach

Purpose Despite more than half a century of academic research, relatively few methods have been shown to reliably improve intergroup relations in the real world. This paper aims to use a social marketing approach to design a pro-diversity intervention in a university setting. Design/methodology/approach We conducted extensive qualitative, quantitative and observational background research to identify elements that would increase the effectiveness of the intervention. Focus groups and surveys allowed us to identify a target audience, target behaviors and the relevant barriers and benefits. Findings The background research suggested increasing inclusive behavior would have a greater impact than reducing discriminatory behavior. Based on this research, this paper determined an optimal target audience was students who had relatively positive attitudes toward diversity but engaged in few inclusive behaviors. This paper used relevant theories from the behavioral sciences to design an intervention that promoted a small set of inclusive behaviors and that addressed the relevant barriers and benefits. The intervention took the form of a single page of targeted messages that instructors can add to their course syllabi. The page communicates injunctive and descriptive norms, highlights the benefits of behaving inclusively and provides concrete behavioral advice. Originality/value The research applies the social marketing approach to a novel domain. This approach represents a new way to advance diversity, equity and inclusion through promoting inclusive and reducing discriminatory behavior.

Does investment in innovation impact firm performance in emerging economies? An empirical investigation of the Indian food and agricultural manufacturing industry

2021 ◽  
Vol 13 (2) ◽  
pp. 233-248
Author(s):  
Manogna R.L. ◽  
Aswini Kumar Mishra
Keyword(s):  
Firm Performance ◽  
Manufacturing Industry ◽  
Emerging Market ◽  
Developed Countries ◽  
Emerging Economy ◽  
Content Type ◽  
Agricultural Industry ◽  
Indian Food ◽  
The Impact ◽  
The Relationship

Purpose The study aims to analyze the impact of Research & Development (R&D) intensity on the firm’s performance, measured by growth of sales in the emerging market like India. Innovation strategy and its outcomes for firms may be different in developing countries as compared to developed countries. Thus, a study that focuses on the emerging economy like India, with a majority of the population dependent on agriculture, is of prime importance to the firm performance in the food and agricultural manufacturing industry. For this study, the broader focus will be on one widely recognised factor which may influence the growth rate of firms, i.e. investment in innovations which is in terms of R&D expenditure. Design/methodology/approach The paper investigates the relationship between the R&D efforts and growth of firms in the Indian food and agricultural manufacturing industry during 2001–2019. To empirically test the relationship between firm’s growth (FG) and R&D investments, system generalised method of moments technique has been used, hence enabling to avoid problems related to endogeneity and simultaneity. Findings The findings reveal that investments in innovations have a positive effect on the growth of firms in the Indian food and agricultural manufacturing industry. Investment in R&D also enables the firms to reap benefits from externalities present in the industry. Further analysis reveals that younger firms grow faster when they invest in R&D. More specifically, this paper finds evidence in the case of the food and agricultural industry that import of raw materials negatively affects the FG and export intensity positively affects the growth in the case of R&D firms. Research limitations/implications This study suggests that the government should encourage the industries to invest optimally in R&D projects by providing favourable fiscal treatments and R&D subsidies which are observed to have positive effects in various developed countries. Originality/value To the best of the author’s knowledge, the current paper is the first to analyse the impact of innovation in food and agricultural industry on firm’s performance in an emerging economy context with the latest data. This paper agrees that a government initiative to increase private R&D expenditure would have favourable effects on FG as growing investments in R&D lead to further growth of the firms.

The prevalence of ethnocentric tendencies in Bangladesh

2015 ◽  
Vol 9 (1) ◽  
pp. 1-16 ◽  
Author(s):  
Tamgid Ahmed Chowdhury
Keyword(s):  
Developed Countries ◽  
Consumer Products ◽  
Point Of View ◽  
Potential Threat ◽  
Content Type ◽  
Positive Attitudes ◽  
Rigorous Study ◽  
The Difference ◽  
The Developed Countries ◽  
Made In

Purpose – This paper aims to argue that the traditional belief that “consumer ethnocentrism is a phenomenon of the developed countries only” is no longer true. To establish this argument, our study assesses the applicability of the Consumer Ethnocentric Tendencies Scale (CETSCALE) in Bangladesh by judging the unidimensionality feature of the same. Design/methodology/approach – The methodology is based on sample of 788 respondents collected from 27 border and non-border districts of Bangladesh. Findings – Statistically significant results show that for the consumers of border and non-border districts, the original CETSCALE is, to a great extent, applicable as those groups have shown positive attitudes in retaining 12-14 items out of the 17 items of the original scale. However, the groups and the respondents as a whole did not agree with the unidimensionality feature of the CETSCALE. Practical implications – The results of the study show that Bangladeshi consumers prefer to see “Made in Bangladesh” tags when buying consumer products – a significant potential threat that the multinational companies need to address while planning to expand business in Bangladesh. Originality/value – This type of rigorous study on Bangladesh has never been done before. Moreover, the study identifies the difference in ethnocentric behavior of the consumers living in border and non-border areas – a study of ethnocentrism from a different point of view.

Food away from home and obesity in Brazil

2015 ◽  
Vol 5 (1) ◽  
pp. 44-56 ◽  
Author(s):  
Caroline Pauletto Spanhol Finocchio ◽  
Homero Dewes
Keyword(s):  
Fruits And Vegetables ◽  
Public Health Problem ◽  
Overweight And Obesity ◽  
Content Type ◽  
The Public ◽  
Food Away From Home ◽  
Balanced Diet ◽  
Expenditure Data ◽  
Food Expenditure ◽  
The Individual

Purpose – The purpose of this paper is to characterize food consumption outside the home and verify the existence of relationships between income, expenditure and the prevalence of overweight and obesity in adult individuals in Brazil. Design/methodology/approach – Food expenditure data were used as well as those on the prevalence of overweight and obesity available in the reports from Family Budgets Research carried out by the Brazilian Institute of Geography and Statistics (IBGE) in the years 2002-2003 and 2008-2009. In addition, the authors used the Kruskall-Wallis test to verify whether there were significant differences between the classes of income with respect to the average expenditure on food outside the home. Findings – It was observed that the higher the income of the individual, the greater the expenditure on food outside the home. It was also found that the prevalence of overweight and obesity is higher in individuals who have higher income, particularly among men. Thus, it is suggested that the higher the income of the individual, the larger the expenditure on food outside the home and the greater the prevalence of overweight and obesity. Research limitations/implications – This study used spending on food away from home (FAFH), but the authors know that is need to use other variables like frequency of FAFH and quantities but this data were not available. Practical implications – The study points to the importance of restaurants in the prevention of obesity, since they can offer in their menus foods with fewer calories, and they can also increase the variety and availability of fruits and vegetables. Originality/value – The study discusses the public health problem, obesity, at the same time as it presents the importance of agribusiness in providing a balanced diet for individuals.

Influencing strategy lessons from the world of social marketing

2018 ◽  
Vol 34 (1) ◽  
pp. 8-9
Keyword(s):  
Public Health ◽  
Social Marketing ◽  
Health Problem ◽  
Design Methodology ◽  
Public Health Problem ◽  
Marketing Strategies ◽  
Strategy Development ◽  
Content Type ◽  
Marketing Effectiveness ◽  
The Social

Purpose This paper aims to present a theoretical model with a special emphasis on developing social marketing strategies and tactics that account for industry involvement. The overall goal is to enhance social marketing effectiveness. Design/methodology/approach A planning model is presented which helps the social marketer account for industry involvement in the social or public health problem. Findings The paper finds that conducting an analysis of the causal influences of the social or public health problem helps to inform strategy development. Originality/value The paper presents a planning mode that can be useful in identifying industry contributions to social problems and in anticipating industry opposition to social change. The model is particularly appropriate for developing social marketing programs in which industry involvement is present.

Impediments to CSR assurance in an emerging economy

2014 ◽  
Vol 29 (3) ◽  
pp. 253-267 ◽  
Author(s):  
Faizah Darus ◽  
Yussri Sawani ◽  
Mustaffa Mohamed Zain ◽  
Tamoi Janggu
Keyword(s):  
Customer Relations ◽  
Developed Countries ◽  
Emerging Economy ◽  
Subjective Norms ◽  
Third Party ◽  
Corporate Communications ◽  
Manufacturing Companies ◽  
Online Questionnaire ◽  
Content Type ◽  
Regulatory Authorities

Purpose – This study explores the factors that impede the growth of the voluntary adoption of independent corporate social responsibilities assurance (CSRA) practices among manufacturing companies in Malaysia. Despite the argument that independent CSRA appraisals would improve the credibility of information disclosed, the majority of CSR reports in Malaysia are still not independently assured. The aim of this study is to understand the factors that impede CSRA practices among public-listed manufacturing companies in Malaysia. The theory of reasoned action was used to underpin arguments on the reluctance of managers to undertake CSRA. Design/methodology/approach – Online questionnaire surveys were employed to obtain respondents' perceptions on the factors that hinder CSRA practices. The target respondents comprised of CSR managers, corporate communications executives and customer relations personnel. Findings – This study provides evidence that the behavioural reluctance of managers to undertake CSRA was due to their attitudes and subjective norms towards independence assurance. The subjective norms due to the risk towards corporate reputation and the exposure to public scrutiny were the main factors that impede CSRA practices among manufacturing companies in Malaysia. The managers' attitude towards cost, data management systems and the uncertainty of the merits of CSRA were also compelling factors that hinder independent CSRA. These factors seemed to override incentives to provide credible information to stakeholders. Research limitations/implications – The findings of the study are limited to the perceptions of CSR managers, corporate communications executives and customer relations personnel responsible for CSR activities of the manufacturing industries in Malaysia. The results of the study suggest that further initiatives or pressure from stakeholders or regulatory authorities may be needed to convince the companies of the benefits of undertaking third-party assurance practices as such actions would provide a platform for the companies to enhance the credibility of their CSR reporting. Practical implications – The findings gleaned from this study would be of interest to the relevant corporate bodies and regulatory authorities with a view to formulating strategies to improve CSRA practices among organisations in Malaysia. Originality/value – The findings from the study offer initial insights into the impediments to CSRA practices in an emerging economy. It adds substantially to the existing literature that focuses mainly on CSRA practices in developed countries.

The internationalisation of social marketing research

2015 ◽  
Vol 5 (4) ◽  
pp. 357-376 ◽  
Author(s):  
V. Dao Truong ◽  
Nam V.H. Dang ◽  
C. Michael Hall ◽  
X. Dam Dong
Keyword(s):  
Social Marketing ◽  
Marketing Research ◽  
Developed Countries ◽  
International Perspective ◽  
Marketing Concept ◽  
Research Attention ◽  
Content Type ◽  
The Social ◽  
And Diffusion ◽  
Different Levels

Purpose – This paper aims to investigate the internationalisation of social marketing research. Since the social marketing concept was introduced, it has captured increased research attention of scholars. This is evidenced by a growing number of peer-reviewed publications and participation in academic conferences. Although the reasons behind the development of social marketing research have been suggested, its nature, significance and diffusion as a concept has not been examined from an international perspective. Design/methodology/approach – A review of the social marketing and related literature was conducted to identify the patterns, drivers and actors of the internationalisation of social marketing research. Findings – Different levels and dimensions of internationalisation were identified but the overall level of diffusion was relatively low. Growth is concentrated in developed countries. There appears to be a substantial gap with respect to the adoption of the concept by researchers based in the less developed countries. Originality/value – This is arguably the first paper to explore the nature and significance of the degree of internationalisation of social marketing research.

Introductory Lecture The Epidemiology and Determinants of Obesity in Developed and Developing Countries

2006 ◽  
Vol 76 (4) ◽  
pp. 157-162 ◽  
Author(s):  
Shetty ◽  
Schmidhuber
Keyword(s):  
Developing Countries ◽  
Developing World ◽  
Uterine Cancer ◽  
Public Health Problem ◽  
Premature Mortality ◽  
Insulin Dependent Diabetes Mellitus ◽  
Developed Countries ◽  
Overweight And Obesity ◽  
Dependent Diabetes Mellitus ◽  
Important Public Health Problem

Obesity is recognized as a serious problem in the industrialized and developed countries of the world. However, little attention is paid to the fact that obesity is becoming an increasing problem in developing countries too, with some countries showing increasing rates of obesity in the midst of the persisting occurrence of childhood malnutrition and stunting. As developing countries embrace the dominant western economic ways of development, industrialization and urbanization they contribute to improvements in living standards, with consequent dramatic changes in diets and lifestyles leading to weight gain and obesity which in turn poses a growing threat to the health. Overweight and obesity is associated with an increased likelihood of non-insulin dependent diabetes mellitus, hypertension, hyper-lipidaemia, and cardiovascular disease. It is also associated with increased rates of breast, colo-rectal and uterine cancer. Obesity is thus an important factor in the increasing morbidity and mortality due to chronic, non-communicable diseases (NCDs) and thereby contributes to premature mortality in the population. Thus, while the problem of undernutrition persists in much of the developing world, overweight and obesity and its related co-morbidities are posing an increasingly important public health problem both in the developed and developing world.

The underlying drivers of household purchase behaviour of life insurance

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Mehedi Masud ◽  
Md Rajibul Ahsan ◽  
Noor Azina Ismail ◽  
Md Sohel Rana
Keyword(s):  
Risk Perception ◽  
Life Insurance ◽  
Structural Equation ◽  
Developed Countries ◽  
Insurance Companies ◽  
Content Type ◽  
Explanatory Variables ◽  
Intention To Purchase ◽  
Positive Attitudes ◽  
The Developed Countries

Purpose Life insurance remains an essential part of financial and social security. The insurance penetration rate is high in the developed countries but very low in developing countries such as Malaysia, with only 4.8% penetration and extremely low underwritings. Therefore, this study aims to scrutinize the underlying determinants of a household purchase behaviour of life insurance. Design/methodology/approach The data generated from the administration of survey questionnaires to 325 households were analysed, using structural equation modelling to obtain the research purposes. Findings The analysis reveals that the knowledge of life insurance, attitudes towards life insurance, subjective norms (SN), trust and risk perception, affect the tendency of a household to purchase life insurance. The results of this study also highlight that households’ purchase-propensity influences the purchase behaviour of life insurance. Concurrently, the intention to purchase has mediating effects on explanatory variables and purchase behaviour. Originality/value This paper established awareness, SN, perceived behavioural control, trust and risk perception as the key determinants promoting positive attitudes towards purchasing life insurance. The findings of this study can be successfully applied to different stakeholders in a similar context. This study suggests that the managers of life insurance companies should adjust their policy guidelines in accordance with the positive relationship between the constructs and consumers’ intention to purchase life insurance.

A socioecological view toward an understanding of how to prevent overweight in children

2017 ◽  
Vol 34 (2) ◽  
pp. 156-168 ◽  
Author(s):  
Lorena Carrete ◽  
Pilar Arroyo ◽  
Roberto Villaseñor
Keyword(s):  
Social Marketing ◽  
Latin American ◽  
Dietary Habits ◽  
Systems Approach ◽  
Major Elements ◽  
Overweight And Obesity ◽  
Content Type ◽  
Secondary Sources ◽  
Individual Behaviors ◽  
Social Environmental

Purpose This study aims to contribute to the understanding of how elements of the socioecological system shape individual behaviors. The problem of childhood overweight and obesity is analyzed as existing within a complex system of relationships at different levels by means of system dynamics (SD). Design/methodology/approach Secondary sources and primary information collected from an elementary school were used to analyze the influences of several social environmental factors on the dietary habits and physical activity of children. The major elements that influence these behaviors were identified via a socioecological framework (SEF), and the interrelationships among these elements were described using an SD model. Then, several scenarios corresponding to social marketing actions oriented toward modifying the influence of specific elements in the socioecological system were proposed to evaluate how effective they are at reducing the percentages of overweight and obesity among children. Findings The current research shows the existence of counteracting efforts at the micro (family) and macro (governmental policies) levels that need to be aligned to reduce rates of obesity and overweight. Practical implications The systems perspective supports decision makers in defining social marketing strategies to modify alimentary behaviors based on the understanding of what elements of the SEF influence behavior and how they interrelate. To the authors’ knowledge, a detailed analysis of the influences of the socioecological environment has not been performed based on Latin American countries to seek solutions to the public health problems of overweight and obesity. Originality/value The application of SD enhances the value of the SEF suggested by Collins et al. (2010) for modeling individual behaviors. Moreover, the use of the systems approach for framing and understanding how the interrelationships of socioecological elements derive in synergic or antagonistic effects helps to predict the long-term effect of governmental actions and school interventions.

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