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

Janse van Rensburg, Louise (2011-03)

Thesis (MComm (Business Management))--University of Stellenbosch, 2011.

Thesis

ENGLISH ABSTRACT: Numerous individuals daily partake in injurious consumption, such as excessive or unhealthy food choices. Individuals’ incorrect food choices can have a negative effect on their weight, health and general quality of life. Marketers could and should play a pivotal role in influencing consumers’ food choices, 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 food choice, self-efficacy and food choice, emotional states and food choice, and weight perception and food choice, and to highlight implications for marketers based on these findings. These relationships were investigated in a Generation Y sample. A sample of 383 college-aged1 students of Generation Y completed a self-administered questionnaire that was designed based on previous studies. Respondents’ weight perception was also investigated as many students from Generation Y try to change their weight perceptions through their food choices. Respondents’ food choice was compared 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 a decrease in respondents’ meat consumption and an increase in milk, fruit, vegetable and starch consumption. Small yet significant relationships between respondents’ specific food choices and self-concept, self-efficacy, emotional states and weight perception were found. Marketers can incorporate these relationships into their advertising campaigns and brand slogans in order to positively influence Generation Y to make healthier food choices. Another significant finding was that male respondents indicated a higher ideal weight than their actual weight, while female respondents indicated a lower ideal weight than their actual weight. A relationship was also found between self-concept and weight perception for both men and women from Generation Y. The significance of this study lies in the expansion of knowledge regarding the food choice behaviour of a Generation Y sample and the recommendations made to marketers based on relationships found between food choice and the constructs at hand. These recommendations can ultimately improve consumers’ food choice.

AFRIKAANSE OPSOMMING: Verskeie individue neem daagliks deel aan nadelige verbruik, met inbegrip van oormatige of ongesonde voedselkeuses. Individue se foutiewe voedselkeuse kan hul gewig, gesondheid en lewensgehalte negatief beïnvloed. Bemarkers kan en behoort 'n belangrike rol te speel om individue te oortuig om gesonde voedselkeuses te maak. Die doel van hierdie navorsing was om die verhouding tussen self-konsep en voedselkeuse, selfekwiteit (‘self-efficacy’) en voedselkeuse, emosionele toestande en voedselkeuse en gewigspersepsie en voedselkeuse te ondersoek en om die implikasies hiervan gebaseer op hierdie bevindings aan bemarkers voor te lê. ʼn Steekproef van 383 lede van Generasie Y het ’n vraelys ingevul wat ontwerp is op grond van vorige navorsing. Respondente se gewigspersepsie is ook bestudeer aangesien verskeie studente (universiteitsouderdom) van Generasie Y poog om hul gewigspersepsie te verander deur middel van hul voedselkeuses. Respondente se voedselkeuses is vergelyk met die voedselkeuses wat aanbeveel word deur die Suid-Afrikaanse Departement van Gesondheid (Department of Health 2009). Op grond van die vergelyking is bevind dat bemarkers ʼn afname in individue se vleisinname, en ʼn toename in individue se melk-, vrugte-, groente- en styselinname behoort te bevorder. Die ondersoek het getoon dat daar klein, maar beduidende verhoudings aangetref is tussen respondente se spesifieke voedselkeuses en self-konsep, self-effektiwiteit, emosionele toestande en gewigspersepsie. Bemarkers kan hierdie verhoudings in hul bemarkingsveldtogte en handelsmerk-slagspreuke inkorporeer. Nog ʼn beduidende resultaat was dat die manlike respondente ʼn hoër ideale gewig as hul huidige gewig aangedui het, terwyl vroulike respondente ʼn laer ideale gewig as hul huidige gewig aangedui het. Die resultate toon ook dat daar vir beide mans en vroue van Generasie Y ʼn verhouding tussen self-konsep en gewigspersepsie is. Deur middel van hierdie studie is kennis rakende die voedselkeuses van ʼn steekproef van Generasie Y uitgebrei. Aan die hand van die verhoudings tussen voedselkeuse en respondente se self-konsep, self-effektiwiteit, emosionele toestande en gewigspersepsie, is daar aanbevelings vir bemarkers gemaak. Hierdie aanbevelings sal uiteindelik bydra tot die verbetering van Generasie Y se voedselkeuses.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/6714
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