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Abstract(s)
Atualmente, a obesidade atinge valores incomensuráveis, principalmente entre as faixas etárias mais jovens. A investigação sobre esta efemeridade tem sido, nos últimos anos, alvo de grande interesse. Todavia, a doença continua a ter uma ascensão avassaladora faltando métodos eficazes de prevenção.
O marketing social é um campo de investigação multidisciplinar de grande interesse, que tem vindo a ser mais estudado nas últimas décadas. A sua utilização é cada vez mais requerida pela área da saúde apresentando-se, por isso, como uma estratégia interessante no combate da obesidade. Aprofundar estudos que conciliem um melhor conhecimento do comportamento alimentar com o marketing social pode resultar numa gestão mais eficaz dos custos no sector da saúde.
Este estudo procura analisar quais os fatores comportamentais que são determinantes para o consumo de fruta por parte dos adolescentes, e quais as características que as campanhas publicitárias devem possuir, para um possível aumento do consumo deste alimento. Para atingir estes objetivos procedeu-se à análise do comportamento dos jovens perante o consumo da fruta recorrendo, para tal, ao modelo HAPA, e à análise multigrupo a fim de determinar diferenças existentes entre jovens de diferentes géneros, idades, meio onde viviam (rural/urbano), assim como, a sua preferência perante diferentes campanhas publicitárias. Foram também analisadas as estratégias e as barreiras que devem ser tidas em consideração para melhorar a alimentação dos adolescentes. A amostra estudada é constituída por 266 adolescentes.
As conclusões obtidas através deste estudo mostram que o modelo proposto consegue explicar 46,6% da variância do consumo de fruta nos adolescentes. Os resultados indicam ainda, que no âmbito do comportamento analisado, o modelo proposto deve ser enriquecido com mais variáveis ou fatores que possibilitem um melhor conhecimento deste comportamento. O estudo realça também, algumas características que as campanhas publicitárias com o intuito de incentivar o aumento do consumo de fruta devem possuir, de forma a conseguirem uma maior eficiência e adesão por parte dos adolescentes.
A sociedade, numa esfera global, e em especial, o governo, a escola e demais instituições devem estar cientes da importância da implementação de estratégias destinadas ao combate da obesidade, em particular na utilização do marketing social, visto tratar-se de uma ferramenta fulcral e de grande utilidade, ao permitir uma possível eficácia a longo-prazo.
Obesity currently reaches incommensurable values, especially among the younger age groups. In recent years research on this issue has been subject of great interest. However, the disease continues to overwhelmingly raise due to the lack of effective prevention methods. Social Marketing is a multidisciplinary research field of great interest which has been more studied in recent decades. Its use is more and more required by the health sector, being this way an interesting strategy to fight obesity. Further studies that combine a better knowledge regarding dietary behaviour and social marketing may result in a more effective cost management in the health sector. This study aims to investigate the behavioural factors which are crucial for adolescents’ fruit consumption and also identify which features advertising campaigns should have in order to prompt a possible increase in fruit consumption among adolescents. To achieve these goals, adolescents’ behaviour vis-à-vis fruit consumption was analysed using the HAPA model as well as the multigroup analysis, which allowed identifying the differences between young people of different genders, age, and areas of residence (rural/urban) and determining their preferences regarding different advertising campaigns. Strategies and barriers that must be taken into account to improve adolescents’ nutrition were also analyzed. The study sample consists of 266 adolescents. The conclusions of this study show that the proposed model can explain 46,6% of the variance of fruit consumption among adolescents. The results also show that, in the scope of the analysed behaviour, the proposed model must be enriched with more variables or factors that allow a better understanding of that behaviour. The study also highlights some of the characteristics that advertising campaigns must have in order to encourage fruit consumption, achieve more efficiency and adolescents’ adherence. The society, in a global sphere, the Government, the school and other institutions, in particular, should be aware of the importance of the implementation of strategies designed to fight obesity, particularly in terms of the use of social marketing, as it is a crucial and very useful tool by allowing a possible long-term effectiveness.
Obesity currently reaches incommensurable values, especially among the younger age groups. In recent years research on this issue has been subject of great interest. However, the disease continues to overwhelmingly raise due to the lack of effective prevention methods. Social Marketing is a multidisciplinary research field of great interest which has been more studied in recent decades. Its use is more and more required by the health sector, being this way an interesting strategy to fight obesity. Further studies that combine a better knowledge regarding dietary behaviour and social marketing may result in a more effective cost management in the health sector. This study aims to investigate the behavioural factors which are crucial for adolescents’ fruit consumption and also identify which features advertising campaigns should have in order to prompt a possible increase in fruit consumption among adolescents. To achieve these goals, adolescents’ behaviour vis-à-vis fruit consumption was analysed using the HAPA model as well as the multigroup analysis, which allowed identifying the differences between young people of different genders, age, and areas of residence (rural/urban) and determining their preferences regarding different advertising campaigns. Strategies and barriers that must be taken into account to improve adolescents’ nutrition were also analyzed. The study sample consists of 266 adolescents. The conclusions of this study show that the proposed model can explain 46,6% of the variance of fruit consumption among adolescents. The results also show that, in the scope of the analysed behaviour, the proposed model must be enriched with more variables or factors that allow a better understanding of that behaviour. The study also highlights some of the characteristics that advertising campaigns must have in order to encourage fruit consumption, achieve more efficiency and adolescents’ adherence. The society, in a global sphere, the Government, the school and other institutions, in particular, should be aware of the importance of the implementation of strategies designed to fight obesity, particularly in terms of the use of social marketing, as it is a crucial and very useful tool by allowing a possible long-term effectiveness.
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Keywords
Adolescentes Fruta Hapa Marketing Social Obesidade