8ff804408aeec819308ed71e094db45c businesses-02-00026.pdf 101e1a5de1cd91cf5e5314f6921a464e1ad43102 businesses-02-00026.pdf 96a59324db69bab422f824a5c2f2eb90cf13bf071d321e83d1b5e91a326e61df businesses-02-00026.pdf Title: Identification of Marketing Strategies Influencing Consumers’ Perception of Healthy Food Products and Triggering Purchasing Decisions Subject: (1) Background: Marketing and advertising strategies for food products are very diverse and have a differential effect on consumers’ behaviours and attitudes towards products. (2) Objectives: To examine the influence of point-of-purchase (PoP) marketing and advertising strategies and the promotion of products employing opinion leaders (celebrities) on the healthy perception of pre-packaged food and buying behaviour of young consumers. (3) Methods: Online survey (N = 130) of 18–31 years old participants. (4) Results: “Price” was the most influential factor when purchasing a snack (66.2%), although “salt and macronutrient content” had a major influence on females (x2(1,N=129) = 14.02, p < 0.001). Participants with low or no weight satisfaction were more prone to consider “low fat” (x2(1,N=130) = 5.02, p = 0.025) and chose “green” as the most suitable colour for healthy snack packaging. Male celebrities were more picked by males than female participants (x2(1,N=129) = 6.41, p = 0.011). (4) Conclusion: Using green packaging, nutritional claims related to low-calorie intakes or accentuating salt and macronutrient content, and using opinion leaders with whom consumers can relate to, were the most influential factors in fostering a healthy perception of pre-packaged food products. These results highlight the need for policies to limit marketing strategies to avoid misleading consumers’ opinion of a product as healthy when it is not. Keywords: consumer response; healthy food; media advertising; social media advertising; social networks; perception; point of purchase Author: María Miquel Vidal and Carmina Castellano-Tejedor Creator: LaTeX with hyperref Producer: pdfTeX-1.40.21 CreationDate: Mon Oct 3 15:52:41 2022 CEST ModDate: Mon Oct 3 15:54:57 2022 CEST Custom Metadata: no Metadata Stream: no Tagged: no UserProperties: no Suspects: no Form: none JavaScript: no Pages: 13 Encrypted: no Page size: 595.276 x 841.89 pts (A4) Page rot: 0 File size: 2077828 bytes Optimized: no PDF version: 1.7 name type encoding emb sub uni object ID ------------------------------------ ----------------- ---------------- --- --- --- --------- XAWNGI+VnURWPalladioL Type 1 Custom yes yes no 10 0 DKHXCE+URWPalladioL-Bold Type 1 Custom yes yes no 15 0 MATCOC+URWPalladioL-Roma Type 1 Custom yes yes no 20 0 BAHEHV+URWPalladioL-Ital Type 1 Custom yes yes no 24 0 WLENKM+VnURWPalladioL-Bold Type 1 Custom yes yes no 28 0 BBZZHY+CMSY10 Type 1 Builtin yes yes no 79 0 WPQCLC+wasy10 Type 1 Builtin yes yes no 83 0 ZCGWHD+URWPalladioL-BoldItal Type 1 Custom yes yes no 93 0 MDIKPC+CMBSY10 Type 1 Builtin yes yes no 97 0 BCDEEE+PalatinoLinotype-Bold TrueType WinAnsi yes yes no 109 0 BCDLEE+PalatinoLinotype-Italic CID TrueType Identity-H yes yes yes 113 0 BCDFEE+PalatinoLinotype-Roman TrueType WinAnsi yes yes no 121 0 BCDGEE+PalatinoLinotype-Italic TrueType WinAnsi yes yes no 125 0 BCDHEE+PalatinoLinotype-Roman CID TrueType Identity-H yes yes yes 128 0 BCDEEE+PalatinoLinotype-Bold TrueType WinAnsi yes yes no 143 0 BCDFEE+PalatinoLinotype-Roman TrueType WinAnsi yes yes no 147 0 BCDGEE+PalatinoLinotype-Italic TrueType WinAnsi yes yes no 151 0 BCDHEE+PalatinoLinotype-Roman CID TrueType Identity-H yes yes yes 155 0 BCDEEE+PalatinoLinotype-Bold TrueType WinAnsi yes yes no 166 0 BCDFEE+PalatinoLinotype-Roman TrueType WinAnsi yes yes no 170 0 BCDGEE+PalatinoLinotype-Italic TrueType WinAnsi yes yes no 174 0 BCDHEE+PalatinoLinotype-Roman CID TrueType Identity-H yes yes yes 178 0 BCDEEE+PalatinoLinotype-Bold TrueType WinAnsi yes yes no 194 0 BCDLEE+PalatinoLinotype-Italic CID TrueType Identity-H yes yes yes 198 0 BCDFEE+PalatinoLinotype-Roman TrueType WinAnsi yes yes no 206 0 BCDGEE+PalatinoLinotype-Italic TrueType WinAnsi yes yes no 210 0 BCDHEE+PalatinoLinotype-Roman CID TrueType Identity-H yes yes yes 213 0 BCDEEE+PalatinoLinotype-Bold TrueType WinAnsi yes yes no 224 0 BCDFEE+PalatinoLinotype-Roman TrueType WinAnsi yes yes no 228 0 BCDGEE+PalatinoLinotype-Italic TrueType WinAnsi yes yes no 232 0 BCDHEE+PalatinoLinotype-Roman CID TrueType Identity-H yes yes yes 236 0 BCDEEE+PalatinoLinotype-Bold TrueType WinAnsi yes yes no 252 0 BCDFEE+PalatinoLinotype-Roman TrueType WinAnsi yes yes no 256 0 BCDGEE+PalatinoLinotype-Italic TrueType WinAnsi yes yes no 260 0 BCDHEE+PalatinoLinotype-Roman CID TrueType Identity-H yes yes yes 264 0 Jhove (Rel. 1.28.0, 2023-05-18) Date: 2025-02-20 02:15:11 CET RepresentationInformation: businesses-02-00026.pdf ReportingModule: PDF-hul, Rel. 1.12.4 (2023-03-16) LastModified: 2025-02-19 11:42:07 CET Size: 2077828 Format: PDF Version: 1.7 Status: Well-Formed and valid SignatureMatches: PDF-hul MIMEtype: application/pdf PDFMetadata: Objects: 398 FreeObjects: 1 IncrementalUpdates: 0 DocumentCatalog: PageLayout: SinglePage PageMode: UseNone Outlines: Item: Title: Introduction Destination: section.1 Item: Title: Materials and Methods Destination: section.2 Children: Item: Title: Design Destination: subsection.2.1 Item: Title: Participants and Sampling Destination: subsection.2.2 Item: Title: Data Collection Destination: subsection.2.3 Item: Title: Assessment/Variables Collected Destination: subsection.2.4 Item: Title: Statistical Analyses Destination: subsection.2.5 Item: Title: Ethical Aspects Destination: subsection.2.6 Item: Title: Results Destination: section.3 Children: Item: Title: Participants Characteristics Destination: subsection.3.1 Item: Title: RQ1 PoP Marketing Strategies and Other Influencing Factors When Buying a Snack Destination: subsection.3.2 Item: Title: RQ2 PoP Marketing Strategies’ and Other Influencing Factors’ Effect on Healthiness Perception Destination: subsection.3.3 Item: Title: RQ3 Opinion Leaders’ Influence Destination: subsection.3.4 Item: Title: Discussion Destination: section.4 Item: Title: Conclusions Destination: section.5 Item: Title: References Destination: section.5 Info: Title: Identification of Marketing Strategies Influencing Consumers’ Perception of Healthy Food Products and Triggering Purchasing Decisions Author: María Miquel Vidal and Carmina Castellano-Tejedor Subject: (1) Background: Marketing and advertising strategies for food products are very diverse and have a differential effect on consumers’ behaviours and attitudes towards products. (2) Objectives: To examine the influence of point-of-purchase (PoP) marketing and advertising strategies and the promotion of products employing opinion leaders (celebrities) on the healthy perception of pre-packaged food and buying behaviour of young consumers. (3) Methods: Online survey (N = 130) of 18 31 years old participants. (4) Results: “Price” was the most influential factor when purchasing a snack (66.2%), although “salt and macronutrient content” had a major influence on females (x2(1,N=129) = 14.02, p < 0.001). Participants with low or no weight satisfaction were more prone to consider “low fat” (x2(1,N=130) = 5.02, p = 0.025) and chose “green” as the most suitable colour for healthy snack packaging. Male celebrities were more picked by males than female participants (x2(1,N=129) = 6.41, p = 0.011). (4) Conclusion: Using green packaging, nutritional claims related to low-calorie intakes or accentuating salt and macronutrient content, and using opinion leaders with whom consumers can relate to, were the most influential factors in fostering a healthy perception of pre-packaged food products. These results highlight the need for policies to limit marketing strategies to avoid misleading consumers’ opinion of a product as healthy when it is not. 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