Communication strategies : Encouraging healthy diets for on-the-go consumption

Journal article

Jebarajakirthy, Charles, Das, Manish, Rundle-Thiele, Sharyn and Ahmadi, Hormoz. (2023). Communication strategies : Encouraging healthy diets for on-the-go consumption. Journal of Consumer Marketing. 40(1), pp. 27-43. https://doi.org/10.1108/JCM-06-2021-4693
AuthorsJebarajakirthy, Charles, Das, Manish, Rundle-Thiele, Sharyn and Ahmadi, Hormoz
Abstract

Purpose
Unhealthy (vice) on-the-go (OTG) dietary practices result in potentially serious health consequences. However, research on encouraging healthy eating intentions for OTG consumption is scarce. This study aims to fill this gap by investigating the role of message framing and source expertise in encouraging the healthy eating intention for OTG consumption.

Design/methodology/approach
Two scenario-based experiments were conducted. Study 1 collected data from 136 Australian OTG consumers to examine the effectiveness of message framing (gain vs loss) in encouraging healthy OTG consumption. Study 2 collected data from 178 Australian OTG consumers to examine the interaction effects of message framing and source credibility on encouraging healthy OTG consumption.

Findings
Gain-framed messages were more effective than loss-framed messages in encouraging healthy eating for OTG consumption. This difference would be significant only if the gain-framed messages were from a high expert source rather than from a low expert source.

Research limitations/implications
The study is a cross-sectional survey of Australian OTG consumers. Replicating this study in other countries may generalise the study’s findings.

Practical implications
Practically, this study provides insights to marketers and other relevant stakeholders to design effective advertising messages to encourage healthy eating for OTG consumption.

Originality/value
This is the pioneering study investigating the impact of message framing and source credibility in encouraging healthy eating for OTG consumption.

Keywordsself-efficacy; message framing; source credibility; healthy eating intention; on-the-go consumption
Year2023
JournalJournal of Consumer Marketing
Journal citation40 (1), pp. 27-43
PublisherEmerald Publishing Limited
ISSN0736-3761
Digital Object Identifier (DOI)https://doi.org/10.1108/JCM-06-2021-4693
Scopus EID2-s2.0-85139199517
Page range27-43
Publisher's version
License
All rights reserved
File Access Level
Controlled
Output statusPublished
Publication dates
Online05 Oct 2022
Publication process dates
Accepted10 Sep 2022
Deposited16 Jun 2023
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