The Relationship Between Self-Concept, Self-Efficacy, Emotional State, Weight Perception and Food Choice Within Generation Y: Implications for Social Marketers

Du Preez, Janse Van Rensburg and Marlize Terblanche-Smit

No 356, Apas Papers from Academic Public Administration Studies Archive - APAS

Abstract: Social marketers play a pivotal role in influencing consumer's food choices, which ultimately contribute to healthier societies. In 2005, approximately 1.6 billion people worldwide, and 50% of the South African population, were classified as overweight. These numbers are escalating together with health related illnesses. The aim of this study was to investigate the relationship between self-concept, self-efficacy, emotional state, weight perception and food choice within Generation Y, a coveted consumer segment, regarded as trendsetters and early-adopters. An ex post facto research design and a self-administered questionnaire were utilized. The main findings include significant relationships between emotional state and food choice as well as weight perception and self-concept. The significance of this study lies in the expansion of knowledge regarding food choice behaviour of Generation Y and recommendations made to social marketers based on relationships found.

Keywords: Generation Y; self-efficacy; food choice; weight perception; emotional state; Self-concept (search for similar items in EconPapers)
Date: 2011
New Economics Papers: this item is included in nep-afr, nep-agr, nep-mkt and nep-neu
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