Young adults' perceptions and buying intentions of healthy foods in South Africa

• Published in: Journal of Contemporary Management 2013-01, Vol.10 (1), p.176-200
• Main Authors: Rootman, C., Galloway, K.
• Format: Article
• Language: eng ; por
• Subjects: Healthy fast-casual restaurants; Healthy lifestyle perceptions; Healthy lifestyle purchase intentions; Media communication channels; Social Issues
• ISSN: 1815-7440

Despite the extensive research that has been conducted on the impact of marketing on food consumption, media communication channels and the promotion of healthy lifestyles, no known research has been conducted in the healthy fast-casual restaurant segment with a specific focus on media communication channels. This article considers the impact that a more selective choice of media communication channel can have on restaurants in the healthy fast-casual segment when targeting young adult consumers. This selectivity has become increasingly important due to the advertising clutter in the South African restaurant industry which is aggravated by healthy fast-casual restaurants needing to compete against traditional fast-casual restaurants who are adding healthier items to their menus. The use and perceptions of South African young adult consumers of selected media communication channels, obtained by means of a structured questionnaire, suggest that print and online media communication channels influence their healthy lifestyle buying behaviours more than display and broadcast media communication channels. The provision of healthy offerings and marketing by means of print and online media can be used by restaurants to attract and retain more young adults as consumers, to enhance business performance and to create a healthier South African community.