An empirical investigation on the use of information sources for promoting healthy eating

Article

Ng, Eric and Hastings, Kathy. 2011. "An empirical investigation on the use of information sources for promoting healthy eating." Contemporary Management Research: an international journal. 7 (1), pp. 45-66.
Article Title

An empirical investigation on the use of information sources for promoting healthy eating

ERA Journal ID40337
Article CategoryArticle
AuthorsNg, Eric (Author) and Hastings, Kathy (Author)
EditorsFang, Wenchang
Journal TitleContemporary Management Research: an international journal
Journal Citation7 (1), pp. 45-66
Number of Pages22
Year2011
Place of PublicationTaipei City, Taiwan
ISSN1813-5498
Web Address (URL)http://www.cmr-journal.org/article/view/6292/6152
Abstract

This research investigates the information sources consumers used to obtain health related information for healthy eating. The research involves two stages, in-depth interviews with 12 participants and a mail survey of 800. Findings from the in-depth interviews not only supported the information sources identified in the literature but had also revealed the need to include two other information sources (social organisations and societies, and health clubs and gyms) for further investigation. The mail survey indicated that friends and relatives were the most important information source used for obtaining health related information for healthy eating whilst radio was identified as the least influential. The findings highlighted the relative importance of the 15 information sources investigated and also identified the most appropriate sources for which health promoters could effectively spend their limited resources on the advertising and promotional campaigns that were targeted at specific consumer groups.

KeywordsHealth Information Sources, Promoting Healthy Eating, Healthcare Marketing, Regional Australia
ANZSRC Field of Research 2020350699. Marketing not elsewhere classified
350605. Marketing management (incl. strategy and customer relations)
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Byline AffiliationsSchool of Management and Marketing
Institution of OriginUniversity of Southern Queensland
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