Improving health and nutrition behavior through a social marketing campaign
- Publisher:
- Elsevier
- Publication Type:
- Chapter
- Citation:
- Nutrition Science, Marketing Nutrition, Health Claims, and Public Policy, 2023, pp. 195-212
- Issue Date:
- 2023-01-01
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| Filename | Description | Size | |||
|---|---|---|---|---|---|
| 22186399_13137068650005671.pdf | Published version | 1.24 MB |
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This chapter presents a study in Sydney, Australia which uses social marketing, including the novel sustainability social marketing model, to encourage voluntary dietary change toward reduced meat consumption. The need for social marketing is justified and the behavior of a group of 30 participants is followed-up over 1.5 years during which time they are exposed to a campaign entitled “Red meat also can cause cancer and heart attack…” Included in the social marketing campaign are exposure to scientific evidence, relevant documentary, and other informative film material as well as group discussions to develop game-changing marketing messages. In-depth interviews and focus group discussions are used to elicit insights about motivating factors for dietary change. The evidence from this study is that social marketing works with close to half of the participants reducing their meat consumption in a sustained way. Voluntarily dietary change to achieve healthier nutrition behavior is indeed possible despite the many firmly-rooted and counteracting forces within the Australian society that make such shifts challenging.
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