The Effect of Media on Food Purchasing Behaviour of University Students

Abstract

Besides being a major channel of food marketingand advertising, mass media plays an important role as a source of nutrition information. This study was planned and conducted in order to evaluate the exposure of university students to food advertisements. The research was carried out on 1050 students studying at different universities and departments in Ankara. A questionnaire including socio-demographic characteristics, nutritional knowledge and the effect of advertisements on purchasing behavior was applied to the participants. It was found that 46.5%of the students had a high nutritional knowledge, 41.4% were at a medium level, and 12.1% were at a low level. It has been found that individuals with good nutritional knowledge mostly consumed school meal. Brand assurance always motivates 75.9% of men and 72.7% of women to buy the specified product. It was stated that foods such as chocolate, biscuits,cakes and fast food products were the most purchased foods with the advertisement effect. 33.3% of men and 55.4% of women stated that advertisements of junkfood were effective in purchasing. Advertising of foods with high energy and low nutrient content should be consumed in limited quantities, that poses a risk especially for university students where the food culture has begun to settle. Advertisements that will encourage unhealthy eating behaviour, especially targeting students, should be examined by the authorities and necessary measures should be taken for healthy generations.

Keywords

• Advertisement
• Media
• Nutrition
• obesity

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