Healthy Eating Should different marketing communication strategies be used to promote healthy eating among male and female adolescents?

(2014) Should different marketing communication strategies be used to promote healthy eating among male and female adolescents?, HMQ healthy eating final with cover.doc Should different marketing communication strategies be used to promote healthy eating among male and female adolescents? Abstract A study was conducted to examine how interpersonal norm, media norm, attitude, perceived behavioral control, perceived barriers, and self-efficacy had an influence on healthy eating intention among adolescents. A probability sample of 544 adolescents aged 12 to 18 was conducted. Results indicated that girls had a more favorable attitude and intention toward healthy eating than boys. Healthy eating intention among boys was predicted by attitude, perceived behavioral control, perceived barriers, and self-efficacy, and among girls was predicted by perceived behavioral control and self-efficacy. Different marketing strategies to promote healthy eating among adolescent boys and girls should be adopted.