Unhealthy Food and Beverage Consumption: An Investigative Model

Abstract

Regardless of benefactor—marketer or policy maker—understanding purchase processes of unhealthy food and beverage options would be of value. Yet, quantitative investigation into this domain is not complete; to address this research lacuna, data were collected to help explicate purchase processes for corn-fed beef and soft drinks made with artificial sugar. Specifically, nutrition information usage, organic food brand tribalism, self-esteem, and feelings about shopping smart for healthy food were modeled as chronological determinants of intentions to purchase corn-fed beef and soft drinks. The data collected support this sequential model. Managerial implications and future research directions are discussed.

KEYWORDS:

• brand tribalism
• corn-fed beef
• feelings about smart shopping
• food consumption
• nutrition information
• self-esteem
• soft drink consumption