The Effect of Media on Food Purchasing Behaviour of University Students

Yıl 2020, Cilt: 2 Sayı: 2, 21 - 29, 19.10.2020

Saniye Bilici , Süleyman Köse

Öz

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.

Anahtar Kelimeler

Advertisement, Media, Nutrition, obesity

Kaynakça

• 1. Andreyeva T., Kelly I.R., Harris J.L. (2011). Exposure to food advertising on television: Associations with children's fast food and soft drink consumption and obesity. Econ.Hum. Biol, 9(3), 221–33.
• 2. Anselmsson J., Vestman Bondesson N., and Johansson U. (2014). Brand image and customers' willingness to pay a price premium for food brands. J. Product. Brand Manag., 23(2): 90-102.
• 3. Bilici S., Ayhan B., Karabudak E, and Köksal E. (2020). Factors affecting emotional eating and eating palatable food in adults. Nutrition Research and Practice, 14(1), 70-75).
• 4. Bilici, S., Ayhan, B., Yılmaz, H., Nervuz, S., Uzun, Y.E. and Sarıbaş, S. (2014), Relation between consumption of food out of home and obesity in university student. The FASEB Journal, 28(1).
• 5. Chou, S.Y., Rashad, I., Grossman, M. (2008). Fast-Food Advertising on Television and Its Influence on Childhood Obesity. The Journal of Law and Economics, 51(4):599-618.
• 6. El Ansari W., Stock C., and Mikolajczyk R.T. (2012). Relationships between food consumption and living arrangements among university students in four european countries–A cross-sectional study. Nutr. J., 24:11-28.
• 7. Geaney F., Fitzgerald S., Harrington J.M., Kelly C, Greiner B.A., and Perry I.J. (2015). Nutrition knowledge, diet quality and hypertension in a working population. Prev Med Rep, 30(2):105-13.
• 8. Glanz K., Sallis J.F., Saelens B.E., and Frank LD. (2005). Healthy nutrition environments: concepts and measures. Am. J. Health Promot,19(5), 330–33.
• 9. Goldberg M.E., Gunasti K. (2007). Creating an environment in whichyouths are encouraged to eat a healthier diet. J. Public Policy Market, 26(2), 162–181.
• 10. Lohman, T.G., Roche, A.F., and Martorell. R. (Eds.), Anthropometric standardization reference manual. pp. 3-12. Champaign, IL: Human Kinetics Books,
• 11. Harris J.L., Bargh J.A., and Brownell K. (2009). The direct effects of televisionfood advertising on eating behavior. Health Psychol, 28(4), 404–13.
• 12. Institute of Medicine of the National Academies. (2006). Food marketing to children and youth: threat or opportunity?. In:McGinnis,J.M.,Gootman,J.,Kraak,V.I. (Eds.), Committee on Food Marketing and the Diets of Children and Youth. pp. 40.Washington DC ,The National Academies Press.
• 13. Papadaki A., Hondros G., Scott, J.A., and Kapsokefalou M. (2007). Eating habits of university students living at, or away from home in Greece. Appetite, 49(1), 169–176.
• 14. Powell, L.M., Schermbeck, R.M., Szczypka, G., Chaloupka, F.J., Braunschweig, C.L., (2011). Trends in the nutritional content of television food advertisements seen by children in the United States: analyses by age, food categories, and companies. Arch. Pediatr. Adolesc. Med, 165(1), 1078–1086.
• 15. Román S., Sanchez-Siles L.M. (2018). Parents' Choice Criteria for Infant Food Brands: ascale development and validation. Food Qual Prefer., 64(1): 1–10.
• 16. Scully M., Dixon H., and Wakefield M. (2007). Association between commercial television exposure and fast-food. Public Health Nutrition, 12(1):105–10.
• 17. Spronk I., Kullen C., Burdon C., and O’Connor H. (2014). Relationship between nutrition knowledge and dietary intake. British Journal of Nutrition, 111(10): 1713–26.
• 18. Velazquez C.E., Daepp M.I.G., and Black J.L. (2019). Assessing exposure to food and beverage advertisements surrounding schools in Vancouver. BC. Health Place, 58(102066), 1-11.
• 19. WHO, (01/08/2020). Body mass index – BMI. https://www.euro.who.int/en/health-topics/disease-prevention/nutrition/a-healthy-lifestyle/body-mass-index-bmi#:~:text=BMI%2C%20formerly%20called%20the%20Quetelet,metres%20(kg%2Fm2).
• 20. WHO, (01/08/2020). Q&A on the carcinogenicity of the consumption of red meat and processed meat. https://www.euro. https://www.who.int/westernpacific/news/q-a-detail/q-a-on-the-carcinogenicity-of-the-consumption-of-red-meat-and-processed-meat.
• 21. Yardımcı, H., Ozdogan Y., Ozcelik A.Ö., and Surucuoglu M.S. (2012). Fast-Food Consumption Habits of University Students: The Sample of Ankara. Pakistan Journal of Nutrition, 11 (3), 265-269.
• 22. Zhou X., Tilburg W.A.P., Mei D., Wildschut T., and Sedikides C. (2019). Hungering for the past: Nostalgic food labels increase purchase intentions and actual consumption. Appetite, 140(1): 151-158.