Applying industry practices to promote healthy foods: An exploration of positive marketing outcomes
Applying industry practices to promote healthy foods: An exploration of positive marketing outcomes
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DOI：
10.1016/j.jbusres.2015.06.035
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发表时间：
2015-12-01
影响因子：
11.3
通讯作者：
Peracchio, Laura A.
中科院分区：
文献类型：
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作者：
Bublitz, Melissa G.;Peracchio, Laura A.
食品制造商和餐馆的营销和广告工作经常因宣传不太健康的食品而受到批评。然而，他们的营销实践可能为健康食品的种植者、生产者和营销者的成功提供路线图。本文提出了一个框架，用于了解健康食品与享乐食品营销传播的差异。具体而言，检查的促销活动的享乐食品相比，健康食品揭示了营销实践，可以适应健康的替代品。采用这些成功的行业实践可能会促进消费者饮食习惯的健康转变，并使生产健康产品的企业蓬勃发展。(C)2015 Elsevier Inc. All rights reserved.
The marketing and advertising efforts of food manufacturers and restaurants are often criticized for promoting less healthy foods. Yet, their marketing practices may provide a road map for the success of growers, producers, and marketers of healthy foods. This article proposes a framework for understanding the differences in marketing communications for healthy vs. hedonic foods. Specifically, an examination of the promotional efforts of hedonic foods as compared to healthy foods reveals marketing practices that can be adapted for healthy alternatives. Adopting these successful industry practices may promote a healthy shift in the eating habits of consumers and allow businesses that produce healthy products to thrive. (C) 2015 Elsevier Inc. All rights reserved.