Emerging adult gamers and their diet – a socio-ecological approach to improve health behaviour
ISSN: 2042-6763
Article publication date: 20 November 2023
Issue publication date: 2 January 2024
Abstract
Purpose
This paper aims to understand the opportunities and challenges to engage emerging adult gamers (aged 18–25) in adopting healthier diet behaviours through online games and related platforms such as esports and streaming. The study uses a socio-ecological approach to understand influences and suggests approaches to changing behaviours.
Design/methodology/approach
Purposive and convenience sampling were used to identify (n = 13) online gaming industry professionals and emerging adult (EA) gamers for interview. Qualitative thematic analysis of data using NVivo was undertaken.
Findings
Bi-directional influences were found that are potentially impacting EA diet behaviours. Food industry advertising and sponsorships were identified as dominant influences within the behavioural ecology, using microcelebrities and esports events to target EAs. The study identifies a need for social marketers to engage EA gamers in healthful behaviours through interventions across various levels of the behavioural ecology, including those upstream with industry and potential government regulation, to promote better health and balance food marketing. It also identifies future research avenues for engaging gamers in good health.
Originality/value
To the best of the authors’ knowledge, this is the first study to explore the impact of the gaming behavioural ecology on EA diet behaviour. It identifies new channels that social marketers can use to engage EAs, who are difficult to reach through more traditional marketing channels.
Keywords
Citation
Micallef, D., Parker, L., Brennan, L., Schivinski, B. and Jackson, M. (2024), "Emerging adult gamers and their diet – a socio-ecological approach to improve health behaviour", Journal of Social Marketing, Vol. 14 No. 1, pp. 95-113. https://doi.org/10.1108/JSOCM-03-2023-0066
Publisher
:Emerald Publishing Limited
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