Abstract
Encouraging physical activity is essential for preventing noncommunicable diseases and improving human health and wellbeing. This study seeks to comprehensively examine how social norms (parental and peer norms) and media affect individuals’ health values, attitudes, and physical activity. An online survey was conducted to obtain data from 778 young adults in Australia. Results of structural modelling analysis reveal that social norms have a positive impact on health value. In addition, health value and cognitive and affective attitudes towards physical activity are important drivers of physical activity. Interestingly, media exposure to physical activity-related messages moderates the health value-physical activity relationship. This study enriches the current literature, and its findings provide some implications for social marketers, public health authorities and policymakers in developing effective strategies and campaigns to promote health value and physical activity among young adults.
| Original language | English |
|---|---|
| Title of host publication | ANZMAC 2023 Conference Proceedings |
| Subtitle of host publication | Marketing for Food |
| Editors | Maree Thyne, Sergio Biggemann |
| Place of Publication | Dunedin, New Zealand |
| Publisher | Australian and New Zealand Marketing Academy (ANZMAC) |
| Pages | 140-142 |
| Number of pages | 3 |
| Publication status | Published - Dec 2023 |
| Event | ANZMAC Conference 2023: Marketing for Good - University of Otago, Dunedin, New Zealand Duration: 4 Dec 2023 → 6 Dec 2023 https://www.anzmac2023.com/ |
Publication series
| Name | ANZMAC Conference Proceedings |
|---|---|
| ISSN (Print) | 1447-3275 |
Conference
| Conference | ANZMAC Conference 2023 |
|---|---|
| Country/Territory | New Zealand |
| City | Dunedin |
| Period | 4/12/23 → 6/12/23 |
| Internet address |