Danish and Chinese adolescents’ perceptions of healthy eating and attitudes toward regulatory measures

Research paper Purpose This article aims to examine young consumers’ perceptions of healthy eating, contexts where healthy or unhealthy eating are practiced, and their evaluation of regulatory measures that discourage the consumption of unhealthy foods in two different markets. Design/methodology/approach A convenient sampled survey was conducted of 386 Danish and Chinese adolescents using a structured questionnaire. Findings Results showed that perceptions of healthy eating were generally based on concepts such as balance and moderation. Unhealthy eating was most frequently practiced at parties and in festive periods. Hong Kong respondents were more likely to associate eating habits with healthy eating than Danish respondents. Danish respondents were more likely to practice healthy eating at schools than Hong Kong respondents. Making tanks of cold water freely available everywhere was perceived to be most effective in discouraging the consumption of soft drink. There were age, gender and market differences in attitudes toward selected