Segmenting Young Adult University Student’s Eating Behaviour: A Theory-Informed Approach
Abstract
:1. Introduction
Segmentation and Social Marketing
2. Theoretical Framework
3. Materials and Methods
3.1. Target Population
3.2. Online Survey
3.3. Sample
3.4. Data Analysis
4. Results
5. Discussion
Limitations and Future Research
6. Conclusions
Author Contributions
Funding
Conflicts of Interest
References
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Author | Target Audience | Theory | No. of Segmentation Bases | Demographic | Geographic | Psychographic | Behavioural |
---|---|---|---|---|---|---|---|
Bryant et al. [42] | Women, infants, young children | X | 2 | ✓ | ✓ | ||
Casado & Rundle-Thiele [43] | Caregivers of school children | Exchange Theory | 1 | ✓ | |||
Chrysochou et al. [44] | Adults | Framework of discourses regarding consumer’s healthy eating | 2 | ✓ | ✓ | ||
Kazbare et al. [45] | 13–15-year-old adolescents | Theory of planned behaviour | 2 | ✓ | ✓ | ||
Keihner et al. [46] | Children | Resilience theory, social-cognitive theory | 2 | ✓ | ✓ | ||
Levine et al. [47] | Children | Social learning theory (SLT) | 1 | ✓ | |||
Naughton et al. [48] | Adults | Social cognition models | 2 | ✓ | ✓ | ||
Neiger & Thackeray [49] | Adults | Stages of change theory (SCT) | 1 | ✓ | |||
Rosi et al. [50] | Children | X | 1 | ✓ | |||
Van Loo et al. [51] | Adults | Elaboration likelihood model | 1 | ✓ | |||
Young et al. [52] | Children | X | 1 | ✓ |
Total 100% n = 327 | Breakfast Skippers 48.6% n = 159 | Weight Conscious 51.4% n = 168 | p | |
---|---|---|---|---|
Age * | 0.000 | |||
20–24 | 77.7% | 30.9% | ||
25–29 | 14.9% | 40% | ||
30–35 | 7.4% | 29.1% | ||
Education * | 0.000 | |||
High school | 100% | 0% | ||
Graduate certificate | 0% | 7.1% | ||
Diploma | 0% | 16.7% | ||
Advanced diploma | 0% | 6.0% | ||
Bachelor’s degree | 0% | 38.7% | ||
Postgraduate degree | 0% | 24.4% | ||
Motivation | 4.4 (1.4) | 4.9 (1.2) | 0.002 | |
I eat what I eat | ||||
to maintain a balanced diet * | 4.7 (1.9) | 5.2 (1.7) | 0.014 | |
because it’s healthy * | 4.9 (1.4) | 5.3 (1.4) | 0.026 | |
because I watch my weight * | 3.7 (1.8) | 4.2 (1.7) | 0.013 | |
Ability | 4.5 (1.5) | 4.9 (1.5) | 0.024 | |
because I have the skills to shop for my own food * | 5.0 (1.8) | 5.4 (1.7) | 0.023 | |
because I can make many different things | 4.3 (1.9) | 4.6 (1.8) | 0.154 | |
because I can cook many different things | 4.3 (1.8) | 4.6 (1.9) | 0.062 | |
Turconi eating behaviour score | 15.9 (3.6) | 16.9 (3.1) | 0.009 | |
You eat breakfast * | 2.1 (1.0) | 2.3 (0.9) | 0.044 | |
You eat at least 2 portions (200g) of fruit | 1.7 (0.9) | 1.7 (0.9) | 0.762 | |
You eat at least (200g) of vegetables * | 2.1 (0.8) | 2.3 (0.8) | 0.023 | |
You eat a cake or a dessert at meals | 2.1 (0.7) | 2.1 (0.6) | 0.348 | |
You drink wine or beer at meals | 2.4 (0.7) | 2.4 (0.7) | 0.989 | |
You eat 3 meals | 2.1 (0.9) | 2.2 (0.8) | 0.186 | |
You drink at least one glass of milk or you eat at least one cup of yoghurt | 1.4 (1.1) | 1.4 (1.1) | 0.702 | |
You drink at least 1–1.5L of water * | 2.1 (1.0) | 2.4 (0.7) | 0.002 | |
Opportunity | 4.3 (1.5) | 4.7 (1.5) | 0.041 | |
I eat what I eat | ||||
because there are lots of different fruit and vegetables available * | 4.4 (1.8) | 4.9 (1.7) | 0.016 | |
because there are many shops selling fruit and vegetables nearby | 4.0 (1.8) | 4.3 (1.9) | 0.225 | |
because fruit and vegetables are easy to buy | 4.5 (1.8) | 4.8 (1.9) | 0.163 |
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Kitunen, A.; Rundle-Thiele, S.; Carins, J. Segmenting Young Adult University Student’s Eating Behaviour: A Theory-Informed Approach. Nutrients 2019, 11, 2793. https://doi.org/10.3390/nu11112793
Kitunen A, Rundle-Thiele S, Carins J. Segmenting Young Adult University Student’s Eating Behaviour: A Theory-Informed Approach. Nutrients. 2019; 11(11):2793. https://doi.org/10.3390/nu11112793
Chicago/Turabian StyleKitunen, Anna, Sharyn Rundle-Thiele, and Julia Carins. 2019. "Segmenting Young Adult University Student’s Eating Behaviour: A Theory-Informed Approach" Nutrients 11, no. 11: 2793. https://doi.org/10.3390/nu11112793