Identification of Marketing Strategies Influencing Consumers’ Perception of Healthy Food Products and Triggering Purchasing Decisions

• Published in: Businesses Vol. 2; no. 4; pp. 410 - 422
• Main Authors: Miquel Vidal, María, Castellano-Tejedor, Carmina
• Format: Journal Article
• Language: English
• Published: Hawthorn MDPI AG 03.10.2022
• Subjects: Calories; consumer response; Consumers; Descriptive labeling; Diet; Food products; healthy food; Influencer marketing; Market strategy; Marketing; media advertising; Nutrition research; perception; Perceptions; Purchasing; Questionnaires; social media advertising; Social networks
• ISSN: 2673-7116; 2673-7116
• DOI: 10.3390/businesses2040026

(1) Background: Marketing and advertising strategies for food products are very diverse and have a differential effect on consumers’ behaviours and attitudes towards products. (2) Objectives: To examine the influence of point-of-purchase (PoP) marketing and advertising strategies and the promotion o...