Alice Grønhøj

Using theory of planned behavior to predict healthy eating among Danish adolescents

Purpose – The purpose of the study was to apply the theory of planned behavior to predict Danish adolescents’ behavioral intention for healthy eating.Design/methodology/approach – A cluster sample survey of 410 students aged 11 to 16 years studying in Grade 6 to Grade 10 was conducted in Denmark.Findings – Perceived behavioral control followed by attitudes were the most important factors in predicting behavioral intention. Females and adolescents with a higher Body Mass Index were also found to have a stronger behavioral intention. Healthy eating was perceived to be beneficial and useful, and, to a lesser extent, interesting and desirable. Family, TV programs, and teachers were influential socialization agents.Research limitations/implications – The survey responses may be affected by a social desirability bias. The survey includes a non‐probability sample and results may not be generalized to all adolescents, even in Denmark.Practical implications – The results may inform educators and policy makers in d...

The Consumer Competence of Young Adults: A Study of Newly Formed Households

Purpose – The consumer competence concept is loaded with ambiguity in the academic as well as in the public use of the term. The purpose of this paper is to examine the concept theoretically and empirically.Design/methodology/approach – Consumer socialization theories were compared and combined for the theoretical background, and a mixed‐methods methodology was applied for the empirical part. The study included young adults aged 18‐25, who had recently established their first household. Qualitative and quantitative methods were used to explore the way in which young consumers establish their first household, particularly with respect to how new, complex buying decisions are managed.Findings – Guidance from family and friends was found to be of major significance as regards complex consumer decisions made in the transition period from home to first household. The young adults did not display very high levels of consumer competence in actual consumption decisions, however, more competent approaches were rep...

The Role of Socializing Agents in Communicating Healthy Eating to Adolescents: A Cross-Cultural Study

ABSTRACT A survey was conducted of 386 Danish and Hong Kong adolescents aged 11 to 16. Results showed that the consumption of relatively unhealthy food was common among respondents. Looking at socializing agents, respondents claimed that parents asked them to eat healthy food more often than the government publicity, teachers, or friends. Parents were also perceived as being the most effective source in encouraging them to eat healthy food. Respondents considered news and fear appeals for communicating healthy eating the most effective, while popularity and achievement appeals were considered less effective. There were some gender and age differences in the liking and perceived effectiveness of five advertising appeals. Respondents with higher collectivism scores showed a higher liking and perceived effectiveness of advertising appeals.

There is Usually Just One Friday a Week

Abstract Parents’ knowledge of what constitutes a “healthy” diet does not always translate into action. This is often commented on as both worrying and paradoxical. This study explores how families categorize and make rules for “unhealthy” eating, particularly candy, and how these rules are sometimes bent. Drawing on the literature on family and food consumption, this study builds on interviews with 35 children and 13 families in Danish middle- and upper-middle-class areas and explores food categorization through the use of Greimas’ semiotic square. Findings show that while clear rules for consumption of unhealthy foods exist, these are sometimes bent, because children challenge the rules but also because parents themselves take the initiative to make exceptions and change the frames of the rules. Parents categorize their children’s food consumption as “not unhealthy” despite deviations from family food policies, and in the eyes of these parents, “healthy” food is not just about nutrition, but also about social and emotional health.

Are parents eating their greens? Fruit and vegetable consumption during a school intervention

Purpose - We study the extent of change in parents’ fruit and vegetable consumption during a period when their children participate in a school-based healthy eating intervention. Design/Methodology/Approach - 256 12-year old Danish schoolchildren took part in a text-message feedback intervention promoting fruit and vegetable consumption. One parent of each child filled out self-administered questionnaires at three points during the 40-week long study period. In the questionnaire, stated consumption, perceived influence factors on their consumption and self-efficacy and self-regulation were measured. Findings - Only half of the parents stated that they met the ‘five a day’ target. These parents reported good availability of fruit and vegetables in their household, high consumption among their friends and frequent exercise and they were characterised by high self-efficacy levels. Stated consumption increased during the period of the intervention targeted at their children. Parents that reported an increase had, at the start of the intervention, reported low levels of consumption, lack of encouragement to eat healthy at their workplace and lower autonomous self-regulation. Research Limitations/Implications - The consumption data is limited to self-report. Practical Implications - The results indicate that parents can be influenced indirectly by school-based interventions targeted at their children. Future interventions should include the family with the intent to support positive interaction that might further promote and sustain healthy eating habits. Originality/Value - The study considers the possible effects school interventions targeting children may have on the immediate family, an aspect generally overlooked in school-based health initiatives.

Our Priceless Youth: What do They Know about Alcohol Prices?

Young people’s excessive alcohol consumption is considered a societal problem in many countries, and higher alcohol taxes are often suggested as a possible remedy. Price increases cannot be effective if unnoticed, but little is known about young people’s alcohol price knowledge and sensitivity, as aggregate price sensitivity studies have produced ambiguous results. Applying individual data, this study examines young people’s knowledge of retail alcohol prices using two price memory tests. Results show that the majority holds fairly accurate reference prices, while a large segment intentionally checks in-store alcohol prices, though large variations exist across categories. Furthermore, logistic regressions revealed ‘purchased a special’ and ‘simple prices’ as determinants of alcohol price knowledge. The results suggest that alcohol tax increases must be significant to be effective when targeting young people. Otherwise, such increases go unnoticed and other policy instruments may perform better, not least when targeting the youngest, and thus most vulnerable group.