How acceptable is 'social marketing' for a balanced diet? Selected results of an expert survey. [German]Original Title Wie akzeptiert ist 'Social marketing' fur eine ausgewogenere Ernahrung? Ausgewahlte Ergebnisse einer Expertenbefragung.

摘要

The approach of "social marketing" - that is, using concept and methods of marketing for social causes - is customary in the field of promoting a balanced diet. In this paper, factors that affect the successful food marketing approach for communicating health-related aspects are evaluated in a Delphi survey of experts. Overall aceeptability of this approach, as well as the needed resources and skills for successful implementation, are also discussed.Notes En version available online at DOI 10.4455/eu.2013.037