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Outlines the numerous messages sent to consumers regarding healthy eating practices and indicates the problems involved in determining whether or not the British consumer has adopted a nutritious and healthy diet. Research was undertaken which measured individuals’ involvement in healthy eating issues and related this to several demographic characteristics. The research indicates some variation in involvement in healthy eating according to demographic variables but the results were not statistically significant. Group discussions were also conducted which confirmed that the healthy eating messages were widely received and understood; however, there was some confusion over their content, scepticism regarding the veracity and motivation of some sources and a growing resentment of boring and puritanical themes. In the future care must be taken to produce clear, simple and positive healthy eating messages to the public if trends towards a more nutritious diet are to continue.

With the improvement of consumers' health consciousness, healthy food has attracted great attention in daily consumption. Previous research into the sense of power often distinguishes it into high and low level, ignoring the impact of different construal of power on consumption behaviors. This article divides power into dual construal (responsibility vs opportunity) and aims to examine the differential impacts of the construal of power on healthy food preference.

Two pretests and three formal experiments were conducted to examine the effect of the construal of power on the consumer's healthy food preference, the mediation of self-discipline perception and the moderation of the relative strength of prevention over promotion focus (i.e. RSPPF).

Results indicate that individuals who construe power as responsibility (vs opportunity) exhibit higher self-discipline perception, which in turn leads to greater healthy food preference. However, the main effect above can be weakened among the low-power group. Moreover, the above mediating effect of self-discipline perception is stronger for individuals with higher RSPPF.

First, based on the binary-construal perspective, this study refines the classification of high power and introduces it into the antecedent research of healthy food preference. Second, this paper reveals the self-discipline perception as the inner mechanism underlying the effect of the construal of power on healthy food preference, while RSPPF as the boundary condition for this mediating mechanism. Moreover, this research also provides practical implications for healthy food enterprises that the construal of power, self-discipline perception and regulatory focus should be taken into consideration in advertising design and healthy product promotion.

The aim of this paper is to study attitudes and perception of Slovak consumers toward healthy food in terms of consumption, as well as to identify key factors during the purchasing process.

An online questionnaire survey was conducted using snowball sampling method in Slovakia (n = 1,138 respondents) between March and May 2021. By applying categorical principal component analysis, five latent factors were identified. Moreover, non-parametric tests (Chi-square test for independence, Kruskal–Wallis H test) were carried out to study differences between age cohorts.

Results showed that Slovak consumers mostly perceived as very healthy the following food categories: fruit, vegetables, honey, juices made of fruit and vegetables, fish meat or cereals, nuts and seeds. Moreover, research has identified five latent factors, which consumers mostly consider during purchase of healthy food as follows: price-marketing factor, information and composition factor, authenticity factor, quality factor and factor of motivation.

Research paper gives an important insight about consumer behavior and perception toward healthy food in Slovakia. Results provide valuable information for producers in terms of marketing and communication strategies. In addition, provided information can be used by policymakers for improving food policy to foster public health in the society.

This research aims to test the simultaneous effects of the perceived threat of COVID-19, e-health literacy, e-health access barrier, loyalty toward healthy foods in general, loyalty toward functional foods, the affordability of healthy foods in general and the affordability of functional foods on health-related quality of life (HrQoL) during the COVID-19 pandemic.

A survey with 400 respondents in Banten, Indonesia, was performed. The data were analyzed using multiple regression analysis.

The results of the research showed that HrQoL during the COVID-19 pandemic was positively affected by e-health literacy and the affordability of healthy foods in general while negatively affected by the e-health access barrier, the perceived threat of COVID-19 and loyalty toward healthy foods in general. Furthermore, HrQoL was not influenced by loyalty toward and affordability of functional foods.

This research was conducted in Banten. Due to the operational limitations during the COVID-19 pandemic, this research used a purposive sampling technique. Therefore, the next research should retest the model in different contexts and locations.

To improve HrQoL during the COVID-19 pandemic, citizens need to be educated on finding and utilizing credible online health information during the COVID-19 pandemic. Governments and health service providers should also strive to offer ease of access to credible online health information. Furthermore, the affordability of healthy foods, in general, should be managed well.

A few studies on HrQoL during COVID-19 pandemic were performed. However, there is a lack of paper that examines the role of food customer loyalty and affordability in a model of HrQoL during the COVID-19 pandemic. To the best of the authors’ knowledge, this paper is the first that involved and tested the role of food customer loyalty and affordability in a model of HrQoL during the COVID-19 pandemic.

With multiple theoretical traditions, diverse topical landscape and rapid regulatory advancements galvanising the ongoing discourse, the emergent marketing scholarship on healthy and unhealthy food and beverages (F&B) has become exhaustive, fragmented and almost non-navigable. Accordingly, this study aims to synthesise and trace two decades of research focused on healthy and unhealthy F&B marketing.

This study conducts a bibliometric analysis of papers published between 2000 and 2020. The data was retrieved from Web of Science (WoS) and Scopus, yielding 338 papers for final analysis. Using VOSviewer software and the Biblioshiny package, the authors performed a detailed bibliometric analysis comprising performance analysis and science mapping.

The study delineated the contribution, theoretical and thematic structure of healthy and unhealthy F&B marketing scholarship. The authors also mapped the evolution trajectory of the thematic structure, which helped us contemplate the research gaps.

By delving deeper into the “who”, “where”, “how”, “what” and “when” of healthy and unhealthy F&B marketing, the study enhances the current understandings and future developments for both theorists and practitioners. However, the selection of literature is confined to peer-reviewed papers available in WoS and Scopus.

The findings delineate the existing scholarship which could guide F&B marketers and policymakers towards designing consumer-centric marketing/policy interventions.

To the best of the authors’ knowledge, this study is the first to perform a bibliometric analysis of healthy and unhealthy F&B marketing, likely to provide valuable guidelines for future scholars, policymakers and practitioners.

A front-of-package label is a simple and effective way to communicate nutrition information to consumers. However, the use of the label has been limited to product packages. The purpose of this study is to explore the applicability of a front-of-package label to food print advertisements and to examine how the degree of nutrient content on the label influences consumer perceptions and behavioral intention.

Many food product manufacturers voluntarily use a front-of-package nutrition label showing specific information per serving size for calories, saturated fat, sodium and sugar. This exploratory, experimental research evaluates the thoughts, feelings and behavioral intention changes of consumers in response to a front-of-package label on a print advertisement and a product package. Two experiments were conducted online.

The presence of a front-of-package label in the ad increases ad responses involving perceived healthfulness of the product, ad attitude, brand attitude, healthy brand image and purchase intention. In addition, the healthier nutrient content listed on the label positively affects the audience’s responses. However, the front-of-package label on the product package increases only perceived healthfulness. Information about the degree of nutrient content indirectly influences intention to purchase the advertised healthy/unhealthy product sequentially via perceived healthfulness of the product, ad attitude, brand attitude and healthy brand image.

To generalize the results, various product categories should be tested with the same research design in future studies.

This study recommends that communication practitioners place a front-of-package label on their print advertisements even though the food is not healthy. However, practitioners should keep in mind that a front-of-package label does not increase sales in the long term if the product is unhealthy.

The major contribution of this study is its exploration of the applicability of a front-of-package label to the advertising context. The label plays a role as a message cue a consumer can use to evaluate the ad, brand and product.

The aim of this paper is the analysis of teenage consumers with varying degrees of healthy and unhealthy lifestyle habits and different healthy and unhealthy eating behaviours and food involvement, and its effects on packaging cues. At the same time, the paper tries to analyse the moderating role of gender.

With a sample of 589 (316 girls and 273 boys) young consumers (14–17 years old) and using SEM methodology, this paper tested a theoretical model related to the association between health, food, packaging cues and gender differences.

Among teenagers, healthy habits (sports) and healthy eating behaviours affect positively food involvement (p < 0.01 in both cases), and food involvement is positively related to informative packaging cues (p < 0.05). There are some differences between girls and boys. For example (1) there is a significant relationship between your consumers' sports activities and food involvement, and young consumers' healthy eating behaviours and food involvement. (2) More food-involved teenagers are those consumers that significantly read more carefully the packaging labels. Or (3) gender could be considered as a variable able to moderate the relationships between health and unhealthy lifestyle habits and eating behaviours, food involvement and packaging decisions.

The present paper tries to fulfil some literature gaps by developing a study with teenage consumers to solve three main questions/objectives: (1) Do healthy behaviours affect teenagers' food involvement? (2) Does teenagers' food involvement affect teenagers' packaging perceptions? and (3) Do girls and boys differ in their food packaging perceptions?

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.

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.

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.

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

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

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

Recent research has demonstrated that people are more likely to engage with fatty food content online. One way health advocates might facilitate engagement with healthier, calorie-light foods is to alter how people process food media. This research paper aims to investigate the moderating role of viewer mindset on consumer responses to digital food media.

Two experiments were conducted by manipulating the caloric density of food media content and/or one’s mindset before viewing.

Results show that the relationship between nutrition and engagement is moderated by consumer mindset, where activating a more calculative mindset before exposure can elevate social media engagement for calorie-light food media content.

These findings contribute to the domain of obesogenic digital environments and the role of nutrition in consuming food media. By examining how mindsets interact with affective evaluations, this work demonstrates that a default mindset based on instinct can be shifted and thus alter subsequent behavioral intentions.

This work provides insight into what can boost the visibility and engagement of healthy food content on social media. Marketers can help promote healthier food media by cueing consumers to think more deliberately before exposure.

This research builds on recent work by demonstrating how to boost engagement with healthy foods on social media by cueing a more thoughtful mindset.

This study aims to examine the effects of front-of-package (FoP) labels on the healthy evaluation of Peruvian consumers. This relationship was examined in cases where snacks were healthy and unhealthy. In addition, the study included the role of three consumer purchase objectives (i.e. hedonic, healthy and weight loss) and two types of consumers (high and low use of labelling) in the healthy evaluation.

The sample consisted of 628 Peruvian youngsters aged between 16 and 24 years who frequently consume processed food. The research panel “QueOpinas” oversaw the recruitment of the participants through social media and television. Four types of FoP labels were studied in depth: Nutritional Warnings, Monochrome Guideline Daily Amount (GDA), Polychrome Guideline Daily Amount (GDA-Semaphore) and Traffic Light Labelling. A paired sample t-test and MANOVA were performed to evaluate the research objectives.

The GDA FoP label was found to be insufficient to promote a healthy evaluation. In contrast, the Nutritional Warnings and GDA-Semaphore and Traffic Light FoP labels had a significant and positive effect on the healthy evaluation of the snacks at a 95% confidence level. However, a comparative analysis of the labels revealed that some can be more efficient than others in promoting healthy purchase decisions. For the nutritional warnings (NWs) and traffic light FoP labels, the results revealed that consumers better distinguish unhealthy and healthy cereal bars when these products display traffic light labels.

This research topic has not been investigated in Peru and relevant research in this region is still incipient. In addition, the findings are important for policymakers as the findings will be able to implement specific labelling systems that will help consumers make healthier choices and support the debate about the effectiveness of the main FoP systems.