Communication strategies: encouraging healthy diets for on-the-go consumption

Abstract

Purpose Unhealthy (vice) on-the-go (OTG) dietary practices result in potentially serious health consequences. However, research on encouraging healthy eating intentions for OTG consumption is scarce. This study aims to fill this gap by investigating the role of message framing and source expertise in encouraging the healthy eating intention for OTG consumption. Design/methodology/approach Two scenario-based experiments were conducted. Study 1 collected data from 136 Australian OTG consumers to examine the effectiveness of message framing (gain vs loss) in encouraging healthy OTG consumption. Study 2 collected data from 178 Australian OTG consumers to examine the interaction effects of message framing and source credibility on encouraging healthy OTG consumption. Findings Gain-framed messages were more effective than loss-framed messages in encouraging healthy eating for OTG consumption. This difference would be significant only if the gain-framed messages were from a high expert source rather than from a low expert source. Research limitations/implications The study is a cross-sectional survey of Australian OTG consumers. Replicating this study in other countries may generalise the study’s findings. Practical implications Practically, this study provides insights to marketers and other relevant stakeholders to design effective advertising messages to encourage healthy eating for OTG consumption. Originality/value This is the pioneering study investigating the impact of message framing and source credibility in encouraging healthy eating for OTG consumption.

Being unconventional: The impact of unconventional packaging messages on impulsive purchases

“…Dickler (2022) indicates that Americans spend $314, on average, a month on impulse purchases, up from $276 in 2021 and $183 in 2020. Past studies reveal that impulsive food purchases are mostly less healthy (Steils, 2021), thus bearing significant health consequences—including obesity, excessive weight, or heart problems among consumers in many countries (Jebarajakirthy et al, 2023). Unconventional packaging messages can be beneficial in nudging consumers to choose healthy impulsive food products.…”

“…problems among consumers in many countries (Jebarajakirthy et al, 2023). Unconventional packaging messages can be beneficial in nudging consumers to choose healthy impulsive food products.…”