An exploratory study of factors motivating Mexican women to undertake and continue with nutritional programs

Abstract

The purpose of this paper is to study and provide a framework for the motivations of women to engage in and maintain a nutritional program in Mexico. Focusing on a physician–dietician counseling program, 10 in-depth interviews were conducted with women age 30–60 engaged in the program. Two different sets of motivations for women were found, intrinsic and extrinsic, consistent with the self-determination theory. A model presents each set of motivations including subsets that explain specifically what makes women want to continue a nutrition program. Also, marketing implications from these motivations are discussed.

Keywords:

• Motivations
• Mexican
• women
• nutrition program

Acknowledgements

The authors would like to thank Enago (www.enago.com) for the English language review. Also, to the participants and Dr. Jose Antonio Moreno Wong. No potential conflict of interest is identified in this research.

Additional information

Notes on contributors

Rachel Rodriguez

Rachel Rodriguez is a PhD Candidate in Business Administration at EGADE Business School, Monterrey.

Claudia Quintanilla

Claudia Quintanilla is associate professor of Marketing Department at EGADE Business School, Monterrey.