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17.05.2020 | Original Article

Does online media self-regulate consumption behavior of INDIAN youth?

Zeitschrift:
International Review on Public and Nonprofit Marketing
Autoren:
Varun Nayyar, Roopali Batra
Wichtige Hinweise

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Abstract

Exposure to multiple food options (online & offline) through media exposure (single & multiple) stimulates students’ consumption pattern in health or unhealthy way. Numerous researchers in the past have focused on ethics while promoting eatable products through diverse media platform. But this research investigated the impact of cognitive mindset of students and parental pressure/restriction that has influenced the individual mindset for different food options. The rationale of this research was to establish the relationship between students’ consumption pattern for different food options, keeping into consideration online media influence on the mindset of students. A randomized control trial was done on 180 students (92 Male, 88 Female), aged in between 19 and 21 years (20.4 ± 1.8 (mean ± SD)). This current research identified that students who have experienced parental pressure in their feeding practices had resulted in higher level of self-regulation among them. Research also ascertained the comparative aspect of media’s influence on diverse buying stages of consumer decision making process for Indian students related to online and offline food options available on diverse e-commerce and retail platforms. However from the findings it has been evident that purchase intent, one of the critical stage of consumer decision making process has nothing to do with media’s influence. This depicted the intervention of attributes like parental pressure and cognition which might have played significant role in framing the mindset of students. Even, obligatory policies should be framed by government on consumer food advertisements in order to promote healthy food options for consumers.

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