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Open AccessArticle

Beyond Body Weight: Design and Validation of Psycho-Behavioural Living and Eating for Health Segments (LEHS) Profiles for Social Marketing

1
School of Media and Communication, RMIT University, Melbourne 3004, Australia
2
Department of Nutrition, Dietetics and Food, Monash University, Notting Hill 3168, Australia
3
Behaviours and Health Risks, Burnet Institute, Melbourne 3004, Australia
4
Melbourne School of Population and Global Health, University of Melbourne, Carlton 3053, Australia
5
School of Economics, Finance and Marketing, RMIT University, Melbourne 3000, Australia
6
School of Human Movement and Nutrition Sciences, The University of Queensland, Brisbane 4072, Australia
*
Author to whom correspondence should be addressed.
Nutrients 2020, 12(9), 2882; https://doi.org/10.3390/nu12092882
Received: 21 August 2020 / Revised: 10 September 2020 / Accepted: 16 September 2020 / Published: 21 September 2020
(This article belongs to the Section Nutrition and Public Health)
Obesity, sedentary behaviour, and poor dietary habits amongst young adults are growing concerns, with this age group being in a worse state of health and nutrition than adolescents and adults. This paper presents the procedures for establishing a new instrument for defining behaviours in relation to healthy lifestyle and food choices amongst young adults (Living and Eating for Health Segments: LEHS). The aim of this paper is to outline the instrument design protocol for external validation and to permit replication in other studies. The instrument design process used a multi-step social marketing instrument design method. This approach has previously been used in designing valid and reliable measures in marketing and consumer research, including social marketing. The protocol established six psycho-behavioural LEHS profiles for young adults. These profiles are: Lifestyle Mavens (15.4%), Aspirational Healthy Eaters (27.5%), Balanced-all Rounders (21.4%), Health Conscious (21.1%), Contemplating Another Day (11.2%), and Blissfully Unconcerned (3.4%). Each of these profiles provided insights into psycho-behavioural characteristics that can be used in designing apposite social media social marketing campaigns. View Full-Text
Keywords: social marketing; social media; healthy eating; young adults; obesity prevention; instrument development social marketing; social media; healthy eating; young adults; obesity prevention; instrument development
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MDPI and ACS Style

Brennan, L.; Chin, S.; Molenaar, A.; Barklamb, A.M.; Lim, M.S.; Reid, M.; Truby, H.; Jenkins, E.L.; McCaffrey, T.A. Beyond Body Weight: Design and Validation of Psycho-Behavioural Living and Eating for Health Segments (LEHS) Profiles for Social Marketing. Nutrients 2020, 12, 2882.

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