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

Charles Jebarajakirthy (Department of Marketing, Griffith University, Brisbane, Australia)
Manish Das (Department of Business Management, Tripura University, Suryamaninagar, India)
Sharyn Rundle-Thiele (Department of Social Marketing @Griffith, Griffith University, Brisbane, Australia)
Hormoz Ahmadi (Peter Faber Business School, Australian Catholic University – North Sydney Campus, North Sydney, Australia)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 5 October 2022

Issue publication date: 16 January 2023

130

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.

Keywords

Citation

Jebarajakirthy, C., Das, M., Rundle-Thiele, S. and Ahmadi, H. (2023), "Communication strategies: encouraging healthy diets for on-the-go consumption", Journal of Consumer Marketing, Vol. 40 No. 1, pp. 27-43. https://doi.org/10.1108/JCM-06-2021-4693

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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