The relationship between self-concept, self-efficacy, emotional state, weight perception and food choice : implications for marketers based on a Generation Y sample

[摘要] ENGLISH ABSTRACT: Numerous individuals daily partake in injurious consumption, such as excessive or unhealthy foodchoices. Individuals' incorrect food choices can have a negative effect on their weight, health andgeneral quality of life. Marketers could and should play a pivotal role in influencing consumers' foodchoices, which will ultimately contribute to healthier individuals and societies as a whole.The purpose of this study was to investigate the relationships between self-concept and foodchoice, self-efficacy and food choice, emotional states and food choice, and weight perception andfood choice, and to highlight implications for marketers based on these findings. Theserelationships were investigated in a Generation Y sample. A sample of 383 college-aged1 studentsof Generation Y completed a self-administered questionnaire that was designed based on previousstudies. Respondents' weight perception was also investigated as many students from GenerationY try to change their weight perceptions through their food choices. Respondents' food choice wascompared to the recommended food choice of the South African Department of Health(Department of Health, 2009).Based on this comparison, it was proposed that marketers of food products should promote adecrease in respondents' meat consumption and an increase in milk, fruit, vegetable and starchconsumption. Small yet significant relationships between respondents' specific food choices andself-concept, self-efficacy, emotional states and weight perception were found. Marketers canincorporate these relationships into their advertising campaigns and brand slogans in order topositively influence Generation Y to make healthier food choices.Another significant finding was that male respondents indicated a higher ideal weight than theiractual weight, while female respondents indicated a lower ideal weight than their actual weight. Arelationship was also found between self-concept and weight perception for both men and womenfrom Generation Y.The significance of this study lies in the expansion of knowledge regarding the food choicebehaviour of a Generation Y sample and the recommendations made to marketers based onrelationships found between food choice and the constructs at hand. These recommendations canultimately improve consumers' food choice.

[发布机构] Stellenbosch University