From Health Campaign to Interpersonal Communication: Does Traditional Diet Culture Hinder the Communication of the Chinese Gongkuai Campaign?

Jing Yan, Jing Ji and Lan Gao ()
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Jing Yan: School of Health Service Management, Anhui Medical University, No. 81, Meishan Road, Hefei 230032, China
Jing Ji: School of Health Service Management, Anhui Medical University, No. 81, Meishan Road, Hefei 230032, China
Lan Gao: School of Management, University of Science and Technology of China, No. 96, Jinzhai Road, Hefei 230026, China

IJERPH, 2022, vol. 19, issue 16, 1-15

Abstract: Interpersonal communication is beneficial in promoting individuals’ tendency to accept health-campaign-targeted behavior. Based on the protective action decision model, this study investigated the key factors underlying individual’s interpersonal communication on the Gongkuai campaign, which was carried out during Coronavirus disease 2019 (COVID-19). The main goal of the Gongkuai campaign was to change traditional communal eating habits and reduce public health risks. An online questionnaire survey involving 618 respondents was conducted in China after the 2020 Gongkuai campaign propagated, and the data were analyzed by using the structural equation modeling technique. The results indicated that health campaign exposure is a critical determinant of perceived campaign-related knowledge and health risk perception, which are significant predictors of interpersonal communication. Meanwhile, campaign-related knowledge can elicit risk perception. Furthermore, campaign exposure influenced interpersonal communication in ways that traditional diet culture did not predict. Risk perception was also unaffected by traditional diet culture. It is worth noting that individuals’ agreement with traditional diet culture does not hinder health campaign-generated interpersonal communication in the context of public health crisis. Based on the findings, theoretical and policy implications for motivating interpersonal communication were discussed, and research limitations were pointed out.

Keywords: health campaign; interpersonal communication; traditional diet culture; health risk perception; Gongkuai campaign (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
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