Social marketing and healthy eating: Findings from young people in Greece

Ariadne Beatrice Kapetanaki, Ross Brennan, Martin Caraher

Research output: Contribution to journalArticlepeer-review

13 Citations (Scopus)
361 Downloads (Pure)


Greece has high rates of obesity and non-communicable diseases owing to poor dietary choices. This research provides lessons for social marketing to tackle the severe nutrition-related problems in this country by obtaining insight into the eating behaviour of young adults aged 18–23. Also, the main behavioural theories used to inform the research are critically discussed. The research was conducted in Athens. Nine focus groups with young adults from eight educational institutions were conducted and fifty-nine participants’ views towards eating habits, healthy eating and the factors that affect their food choices were explored. The study found that the participants adopted unhealthier nutritional habits after enrolment. Motivations for healthy eating were good health, appearance and psychological consequences, while barriers included lack of time, fast-food availability and taste, peer pressure, lack of knowledge and lack of family support. Participants reported lack of supportive environments when deciding on food choices. Based on the findings, recommendations about the development of the basic 4Ps of the marketing mix, as well as of a fifth P, for Policy are proposed
Original languageEnglish
Pages (from-to)161-180
JournalInternational Review on Public and Nonprofit Marketing
Issue number2
Early online date1 Jan 2014
Publication statusPublished - 1 Jul 2014


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