Improving consumers' eating habits: what if a brand could make a difference?

摘要

Purpose - This research sheds light on behavioral change by demonstrating the transformative power of a brand on the process of eating behavioral change. The selected brand is Three Times a Day (a culinary blog whose mission is to encourage a healthier diet). This study aims to identify food-related behavioral changes as a result of consumers' relationship with this brand and identify antecedents to such changes. Design/methodology/approach - A netnography of the brand online community and 14 individual in-depth interviews were conducted. Findings - Netnography results identify four categories of behavioral changes emerging from the relationship with the brand (e.g. choosing healthier/more varied foods, developing an interest in cooking and adopting a healthier lifestyle). Analysis of the individual interviews substantiate the role of brand attachment as a driver of positive change and identify three antecedents: brand-self connection (through past, actual and ideal self), brand exposure and satisfaction of individual needs (i.e. autonomy, competence and relatedness). Research limitations/implications - Results enrich the literature on behavioral change and highlight the positive role of a brand in the context of improving eating habits. Findings extend the understanding of the consequences of attachment beyond its influence at the attitudinal level by focusing on concrete consumer behavior. Social implications - It is recognized that despite good intentions, individuals keep making poor food choices. This important issue is associated with several diseases and increasing social costs. This research explores how to influence consumers in adopting better eating habits. Originality/value - This study is one of the first to examine the power of a food-related brand to enhance positive eating practices and improve diet.