Research paper Structured abstractPurpose -The objective of the study was to use the constructs in the Theory of Planned Behavior and advertising intervention to predict adolescents' intention for healthy eating.Design/methodology/approach -A convenience sample survey of 570 secondary schools students aged 11 to 19 studying in Form 1 (equivalent to Grade 7) to Form 5 (equivalent to Grade 11) was conducted in Hong Kong.Findings -Perceived behavior control was the most important factor in predicting behavioral intention for healthy eating, followed by attitude toward healthy eating and subjective norms.Perceived behavior control, attitude and subjective norms together explained 45 percent of the variance of behavioral intention. Respondents' attitudes towards advertisement advocating healthy eating had high positive correlation with attitudes toward healthy eating.Research limitations -First, the sample was not a probability sample. Second, the data was collected through face-to-face interviews and respondents may tend to give socially desirable answers to the questions.Practical implications -Hong Kong adolescents found healthy eating beneficial and desirable, but boring and not-enjoyable. Future health promotion campaign shall put emphasis on the fun and enjoyable attributes of healthy eating. As perceived norms were sourced from the government and the family, health campaign should continue to communicate the positive value of healthy eating to the family, and the society.

Purpose-The purpose of the study was to apply the Theory of Planned Behavior to predict Danish adolescents' behavioral intention for healthy eating. Design/methodology/approach-A cluster sample survey of 410 students aged 11 to 16 years studying in Grade 6 to Grade 10 was conducted in Denmark. Findings-Perceived behavioral control followed by attitudes were the most important factors in predicting behavioral intention. Females and adolescents with a higher Body Mass Index were also found to have a stronger behavioral intention. Healthy eating was perceived to be beneficial and useful, and, to a lesser extent, interesting and desirable. Family, TV programs, and teachers were influential socialization agents. Research limitations-The survey responses may be affected by a social desirability bias. The survey includes a non-probability sample and results may not be generalized to all adolescents, even in Denmark. Practical implications-The results may inform educators and policy makers in designing health communication interventions, particularly in making socializing agents aware of their role in fostering healthy eating behaviors in adolescents. As perceived behavioral control was the strongest predictor of behavioral intention, interventions and messages communicated to adolescents on healthy eating should aim to empower them with knowledge, ability and determination to eat healthily. Originality/value-The study uses a predictive, theoretical framework (TPB) to investigate healthy eating, whereas previous efforts among Danish adolescents have primarily used descriptive approaches.

Purpose This study aims to test a conceptual model using public attitudes toward biomedicine and traditional Chinese medicine (TCM) to predict respondents’ medical treatment choice. Design/methodology/approach A quantitative online survey was conducted using quota sampling. Altogether 1,321 questionnaires from Hong Kong residents of age 15 years or above were collected. Findings Attitudes toward biomedicine in relation to TCM and perceived cost of TCM consultation were found to be significant variables in predicting respondents’ medical treatment choice of treatment. Perceived efficacy of TCM, however, was not a significant predictor. Older respondents, as well as respondents with higher education, were less likely to consult biomedicine first when ill. They were also less likely to consult biomedicine exclusively. Research limitations/implications This study uses a convenience sample recruited through personal networks. The findings cannot be generalized to the rest of the population. Practical implications Respondents in the study generally perceived TCM’s efficacy to be high, but not high enough to make it the medical treatment of choice. To promote TCM in Hong Kong, there is a need to enhance trust in it. This can be achieved through strengthening scientific research and development of TCM, enhancing professional standards of TCM practitioners and educating the public about the qualifications of TCM practitioners. Strategic channel planning to reach potential target and reducing the time cost of TCM medication should be examined. Originality/value The study is the first to relate attitudes to and perceptions of TCM with medical treatment choices in Hong Kong.

Purpose-The study aims to investigate consumers' attitudes toward advertising by medical professionals, and how the attitudes varied among different demographic groups. Design/methodology/approach-A survey using quota sampling was conducted. Altogether 1,297 adults aged 20 or above in Hong Kong filled in an online questionnaire in March 2012. Findings-Consumers' attitudes toward advertising by medical professionals were in general favorable. Respondents reported that advertising by medical professionals provides consumers with information about the services and qualifications of practitioners. However, consumers were worried about misleading information in these advertisements. Respondents perceived strongly that advertising by medical professionals would lead to increase in the price of services. Younger respondents and respondents with higher education were more skeptical toward advertising by medical professionals. Practical implications-Medical professionals should put emphasis on providing consumers with relevant information of their services, expertise, and qualifications to assist consumers' information search. They should refrain from using price appeal.

A content analysis of 311 food commercials broadcast on television networks in Hong Kong was conducted. There were nearly equal proportions of ads for healthy and unhealthy foods. The three most frequently used advertising appeals were taste/flavor/smell/texture, health/wellbeing and physical performance/speed/strength. Altogether 54 percent of the food ads contained health-related claims. Intriguingly, 23 percent of the ads for unhealthy food contained health-related claims. The prevalent use of general health claims in unhealthy food ads calls for policy makers to devise better ways to regulate health claims in food advertisements. This is the first content analysis of health and nutrition information in food advertising arising from a society with a rich herbalist tradition.