Digital marketing and its influence on dietary habits

Abstract

Aims: Diet is one of the major modifiable risk factors for chronic diseases. In this digital age, one can note that our eating habits may be influenced by digital marketing. The main aim of this project is to determine if the advertisements encountered influence dietary habits and to determine if there is a correlation between the advertisements encountered and food purchasing behaviour. Methodology: This study used questionnaires to collect data. The questionnaire included eighteen questions comprising of yes or no questions, multiple choice (single answer and multiple answers), 10-point Likert scales with number 1 being the least amount/effect and number 10 being the most amount/affect, and 5-point Likert scales ranging from very unlikely to very likely. Participants were recruited via the convenience sampling method through social media platforms. Results: This study involved a total of 684 participants. Participants were asked about the influence of online advertisements on their dietary habit. A stronger influence on dietary habits was found in younger age groups (p<0.001), participants who spent more hours online (p<0.001) and participants with education levels higher than secondary school (p<0.006). When analysing the likelihood of trying unhealthy food, a weak but significant correlation was found with the number of advertisements encountered of unhealthy food and beverages. Results from the ANCOVA model confirmed that age and the number of advertisements encountered of unhealthy food were both determinants of the mean level of likelihood of trying unhealthy food. When analysing the likelihood of trying healthy food, results from the ANCOVA model confirmed that gender, age, and amount of advertisement encountered of healthy food all remained significant. 71.8% of 684 participants have been persuaded by online content to buy certain types of food. The only significant variable influencing the purchasing behaviour of participants is age (p<0.001). The older the subject was, the lower the likelihood of purchasing behaviour. The number of hours spent online showed a marginally significant association (p=0.085) on purchasing behaviour. Conclusion: The findings highlight the need for greater awareness and better policies to evaluate and address the promotion of unhealthy diets on digital media, targeting the general Maltese population. Further research about this topic involving a larger sample of the Maltese population is encouraged.