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Transferability of private food marketing success factors to public food and health policy: An expert Delphi survey

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  • Aschemann-Witzel, Jessica
  • Perez-Cueto, Federico J.A.
  • Niedzwiedzka, Barbara
  • Verbeke, Wim
  • Bech-Larsen, Tino

Abstract

Public policy activities to promote healthy diets have been criticised for their lack of success. Applying a marketing approach to non-commercial policy objectives such as healthy eating, termed social marketing, is an emerging but as yet underdeveloped field. An earlier study conducted a case analysis of recent successful commercial food marketing and identified key success factors that may be further transferred to the public sector. Six of these factors (trend awareness, endorsement, emotion, common value, media coverage, and ‘why and how’) were presented to and discussed by 31 experts in a two-round Delphi survey. The objective was to determine to what extent these factors are used in public information and social marketing campaigns for healthier eating, and what is required to successfully transfer those factors into the public arena.

Suggested Citation

  • Aschemann-Witzel, Jessica & Perez-Cueto, Federico J.A. & Niedzwiedzka, Barbara & Verbeke, Wim & Bech-Larsen, Tino, 2012. "Transferability of private food marketing success factors to public food and health policy: An expert Delphi survey," Food Policy, Elsevier, vol. 37(6), pages 650-660.
    • Handle: RePEc:eee:jfpoli:v:37:y:2012:i:6:p:650-660
    DOI: 10.1016/j.foodpol.2012.06.006
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    1. repec:bla:eurcho:v:8:y:2009:i:3:p:22-28 is not listed on IDEAS
    2. Georg Aichholzer, 2002. "Das ExpertInnen-Delphi: methodische Grundlagen und Anwendungsfeld ‘Technology Foresight‘ (The Expert Delphi: Methodology and Application in 'Technology Foresight')," ITA manu:scripts 02_01, Institute of Technology Assessment (ITA).
    3. Unknown, 2005. "Forward," 2005 Conference: Slovenia in the EU - Challenges for Agriculture, Food Science and Rural Affairs, November 10-11, 2005, Moravske Toplice, Slovenia 183804, Slovenian Association of Agricultural Economists (DAES).
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    1. Ariadne Beatrice Kapetanaki & Nektarios Tzempelikos & Sue Vaux Halliday, 2021. "Building relationships: Is this the answer to effective nutrition policy formulation?," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(3), pages 1090-1110, September.
    2. Jessica Aschemann-Witzel & Tino Bech-Larsen & Sara Capacci, 2016. "Do Target Groups Appreciate Being Targeted? An Exploration of Healthy Eating Policy Acceptance," Journal of Consumer Policy, Springer, vol. 39(3), pages 285-306, September.
    3. Somayeh Mohammadi Hamidi & Christine Fürst & Hossein Nazmfar & Ahad Rezayan & Mohammad Hassan Yazdani, 2021. "A Future Study of an Environment Driving Force (EDR): The Impacts of Urmia Lake Water-Level Fluctuations on Human Settlements," Sustainability, MDPI, vol. 13(20), pages 1-19, October.

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