Food literacy, healthy eating barriers and household diet

Wijayaratne, S, Reid, M, Westberg, K, Worsley, A and Mavondo, F 2018, 'Food literacy, healthy eating barriers and household diet', European Journal of Marketing, vol. 52, no. 12, pp. 2449-2477.


Document type: Journal Article
Collection: Journal Articles

Title Food literacy, healthy eating barriers and household diet
Author(s) Wijayaratne, S
Reid, M
Westberg, K
Worsley, A
Mavondo, F
Year 2018
Journal name European Journal of Marketing
Volume number 52
Issue number 12
Start page 2449
End page 2477
Total pages 29
Publisher Emerald Publishing
Abstract Purpose: Food literacy is an emerging concept associated with the skills, capabilities and knowledge to prepare a healthy diet and make healthy food choices. This study aims to examine how a dietary gatekeepers intentions to prepare a healthy diet for their family, and the subsequent satisfaction that a healthy diet is achieved, is influenced by their food literacy and by barriers to healthy eating. Design/methodology/approach: A two-stage cross-sectional study was undertaken with 756 dietary gatekeepers who completed a baseline (time 1) and a three-month follow-up (time 2) questionnaire. Partial least square-structural equation modeling was used to estimate relationships between gatekeeper food literacy, their demographic characteristics, socio-cognitive factors, time 1 satisfaction with the healthiness of the household diet and intention to provide a healthy family diet. The follow-up survey assessed subsequent satisfaction with the healthiness of the household diet and barriers to achieving it. Findings: The results highlight the significance of the dietary gatekeepers food literacy in overcoming barriers to healthy eating and fostering increased satisfaction with the healthiness of the family diet. The research further highlights the influence of past satisfaction, attitude, subjective norms and perceived behavioural control. Several demographics factors are also highlighted as influential. Research limitations/implications: The research offers new insights into the role of food literacy in the home environment including its influence on the dietary gatekeepers satisfaction with the family diet. The current model also provides strong evidence that food literacy can reduce the impact of barriers to healthy eating experienced by gatekeepers. The research has limitations associated with the socio-economic status of respondents and thus offers scope for research into different populations and their food literacy, younger and early formed cohabiting and the negoti
Subject Marketing not elsewhere classified
Marketing Management (incl. Strategy and Customer Relations)
Keyword(s) Obesity
Social marketing
Food literacy
DOI - identifier 10.1108/ejm-10-2017-0760
Copyright notice © Emerald Publishing Limited
ISSN 0309-0566
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