遗传营养规划——失望还是增强健康?探索消费者参与,了解社会健康变化

IF 3.1 4区 管理学 Q2 BUSINESS Journal of Social Marketing Pub Date : 2022-01-14 DOI:10.1108/jsocm-04-2021-0077
D. Conroy, Amy Errmann, Jenny Young, I. Fifita
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引用次数: 0

摘要

目的本研究旨在深入了解消费者如何与市售基因营养计划DNAfit相互作用,通过干预探索健康变化。设计/方法/方法于2019年6月至10月期间,在干预前、干预中和干预后进行焦点小组调查,来自新西兰的14名年轻人(25-44岁)和14名成年人(45-65岁)。借助NVivo软件完成定性专题分析。研究发现:在这项研究中,年轻的参与者总体上较少参与DNAfit,他们觉得这项服务与他们的生活方式不匹配,也不鼓励他们相信基因个性化营养(GPN)。相比之下,成熟的参与者对GPN有积极的参与,因为他们使用该服务的动机与他们长寿的动机相吻合。总体而言,社会对基于GPN的健康变化的接受程度可能取决于生命阶段。原创性/价值本文补充了有限的社会营销研究,该研究寻求新的途径来探索消费者如何使用GPN技术来推动社会变革,协助社会营销人员如何更有效地提供健康规划,允许消费者驱动的互动来建立健康能力。
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Genetic nutrition programmes – disappointment or empowered health? Exploring consumer engagement to understand social health change
Purpose This research aims to gain insight into how consumers interact with a commercially available genetic nutrition programme, DNAfit, to explore health change via an intervention. Design/methodology/approach Focus groups were conducted between June and October 2019, pre-, during- and post-intervention, with a total sample of 14 younger (aged 25–44 years) and 14 mature (aged 45–65 years) cohorts from New Zealand. Qualitative thematic analysis was completed with the help of NVivo software. Findings Younger participants in this study engaged less overall with DNAfit, felt the service did not match their lifestyles and did not encourage their believability of genetic personalised nutrition (GPN). In contrast, mature participants had positive engagement with GPN, as their motivation to use the service fit with their motivation for longevity. Overall, social uptake in health changes based on GPN is likely to depend on life stage. Originality/value This paper adds to limited social marketing research, which seeks novel avenues to explore how consumers engage with GPN technologies to drive social change, assisting social marketers on how to more effectively deliver health programmes that allow consumer-driven interaction to build health capabilities.
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CiteScore
4.60
自引率
29.20%
发文量
33
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