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Leaving Home and the Impact on the Food Choices of Students at an English University
Conference paper   Open access   Peer reviewed

Leaving Home and the Impact on the Food Choices of Students at an English University

M Wood, Bishnu Sharma, Debra Harker and Michael Harker
Proceedings of the 2009 Academy of Marketing Conference
Academy of Marketing (AM) Conference, 2009 (Leeds, United Kingdom, 05-Jul-2009–07-Jul-2009)
Academy of Marketing
2009
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Abstract

Marketing obesity intervention strategies social marketing residence students eating behaviour
In the United Kingdom the prevalence of obesity has more than tripled in the past 25 years, and obesity among children has grown three-fold in a decade. It is suspected that the transition from dependent living in the family home to living independently during young adulthood influences food choice behaviour. Thus, this study sought to investigate if food choice varied by place of residence and age of young adults. Data from 307 English students between the ages of 18 to 24 years was collected. We found that there is a significant difference in the motives of convenience, price and attitudes towards healthy eating between dependent and independent students in this sample. There is also a significant difference in terms of natural content and ethical concerns for students under 21 years, compared to those over 21 years. The findings provide information that will assist in the development of social marketing campaigns aimed at this cohort.

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