Applying industry practices to promote healthy foods: An exploration of positive marketing outcomes

Melissa G. Bublitz and Laura A. Peracchio

Journal of Business Research, 2015, vol. 68, issue 12, 2484-2493

Abstract: The marketing and advertising efforts of food manufacturers and restaurants are often criticized for promoting less healthy foods. Yet, their marketing practices may provide a road map for the success of growers, producers, and marketers of healthy foods. This article proposes a framework for understanding the differences in marketing communications for healthy vs. hedonic foods. Specifically, an examination of the promotional efforts of hedonic foods as compared to healthy foods reveals marketing practices that can be adapted for healthy alternatives. Adopting these successful industry practices may promote a healthy shift in the eating habits of consumers and allow businesses that produce healthy products to thrive.

Keywords: Food advertising; Food marketing; Healthy eating; Positive marketing (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (14)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296315002660
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:68:y:2015:i:12:p:2484-2493

DOI: 10.1016/j.jbusres.2015.06.035

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().