一项混合方法研究,探索儿童和年轻人对能量饮料的看法,并分析消费模式
Grace Stewart1, Amelia A Lake1,2, Helen J Moore2,3
1School of Health and Life Sciences, Teesside University, Middlesbrough, UK.
概括
年轻人了解营销如何影响他们的能量饮料 (ED) 消费. 这项研究探讨了英格兰东北部儿童和青少年对ED的看法和消费模式.
科学领域:
- 公共卫生 公共卫生
- 消费者心理学 消费者心理学
- 青少年健康 青少年健康
背景情况:
- 年轻人对能量饮料 (ED) 的销售和消费不断增加,引发了公众健康问题.
- 之前的政策干预措施包括自愿销售禁令和关于向未成年人销售ED的政府商.
- 即将出台的立法旨在限制在英格兰向儿童销售ED.
研究的目的:
- 调查英格兰东北部儿童和年轻人对能量饮料 (ED) 的看法.
- 为了分析2018年自愿销售禁令后的ED消费模式.
- 了解影响年轻人消费ED的因素.
主要方法:
- 一种混合方法的方法,结合了半结构化的焦点小组和调查.
- 焦点小组涉及50名学生 (5年,6年和9年),年龄在9-14岁之间.
- 一项调查评估了22名9年级学生 (13-14岁) 的消费和使用原因.
主要成果:
- 81.8%的受访学生表示使用EDs,男性比女性多.
- 消费模式表明每周2-4天是最常见的使用.
- 关键的影响因素包括营销,品牌关联,品味,社会影响,成本和可访问性.
结论:
- 儿童和年轻人表现出对营销和品牌策略的复杂认识.
- 这种理解凸显了说服力技术在推动能量饮料购买行为的力量.
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