A Descriptive Narrative of Healthy Eating

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Abstract
This paper explores the profile of healthy and unhealthy eating consumers in terms of demographic, psychographic and communicative variables. Data from 3,388 respondents to the 1999 DDB Needham Life Style Study were analyzed. The results show the healthy eaters to be environmentally conscious and health-oriented, suggesting an underlying theme of personal and social responsibility. The communicative activities of healthy eaters demonstrate an information orientation while unhealthy eaters are more entertainment oriented. Practical and social implications are discussed for social marketers regarding target segmentation and message design.