TY - JOUR
T1 - Antecedents of obesity among Indian youth
T2 - from consumer psychological and lifestyle perspective
AU - Chaudhuri, Ranjan
AU - Chatterjee, Sheshadri
AU - Thrassou, Alkis
AU - Vrontis, Demetris
N1 - Publisher Copyright:
© 2022, Emerald Publishing Limited.
PY - 2023/2/9
Y1 - 2023/2/9
N2 - Purpose: The purpose of this study is to determine the antecedents of obesity among the younger generation of Indians (Generation Y) from a psychological and lifestyle consumer perspective. The study also investigates the moderating role of demography on the body mass index (BMI) of Indian youths. Design/methodology/approach: The study initially develops a conceptual model, stemming from an extensive theoretical research, and subsequently validates this using structural equation modeling (SEM) technique with a sample size of 1,242 Indian youths. Findings: The study concludes that consumers' food habits (FH) and physical activity (PA) positively impact consumers' physical health (PH), which influences their BMI levels (BLs). Anxiety (AX), depression (DE), stress (ST), peer pressure (PP) and work pressure (WP) impact individuals' mental health (MH), which also influences their BLs. Finally, there is a significant moderating impact of demographic factors, such as age (AG), gender (GE) and income levels (ILs) on the relationship between individuals' physical and MH and individuals' BLs. Research limitations/implications: This study proposes a new model which highlights the issue of youth consumer obesity from the psychological and lifestyle perspectives. The model is effective as it has a high explanative power of 73%. The study investigates consumer obesity from emerging market like India perspective, but the study does not examine consumer food consumption behavior and obesity from developed market perspective. Practical implications: Youth obesity could be considered a global pandemic, and obesity rates among the Indian youth are also increasing. This study provides valuable inputs and understanding of consumer markets to policy makers, consumer protection institutions, organizations related to the food and beverage industry, healthcare workers and consumers themselves regarding the antecedents of youth obesity (BL) in developing and emerging markets. Originality/value: The study adds value to the body of literature related to consumer obesity, FH, consumer psychology and lifestyle through findings that are new in terms of findings' specificity, contextual focus and explication. Moreover, the study extends the cognitive theory of DE and the theory of planned behavior (TPB). The research effectively offers significant theoretical and practicable market knowledge to both scholars and marketing practitioners, as well as policy makers and institutions dealing with youth obesity, particularly in emerging markets.
AB - Purpose: The purpose of this study is to determine the antecedents of obesity among the younger generation of Indians (Generation Y) from a psychological and lifestyle consumer perspective. The study also investigates the moderating role of demography on the body mass index (BMI) of Indian youths. Design/methodology/approach: The study initially develops a conceptual model, stemming from an extensive theoretical research, and subsequently validates this using structural equation modeling (SEM) technique with a sample size of 1,242 Indian youths. Findings: The study concludes that consumers' food habits (FH) and physical activity (PA) positively impact consumers' physical health (PH), which influences their BMI levels (BLs). Anxiety (AX), depression (DE), stress (ST), peer pressure (PP) and work pressure (WP) impact individuals' mental health (MH), which also influences their BLs. Finally, there is a significant moderating impact of demographic factors, such as age (AG), gender (GE) and income levels (ILs) on the relationship between individuals' physical and MH and individuals' BLs. Research limitations/implications: This study proposes a new model which highlights the issue of youth consumer obesity from the psychological and lifestyle perspectives. The model is effective as it has a high explanative power of 73%. The study investigates consumer obesity from emerging market like India perspective, but the study does not examine consumer food consumption behavior and obesity from developed market perspective. Practical implications: Youth obesity could be considered a global pandemic, and obesity rates among the Indian youth are also increasing. This study provides valuable inputs and understanding of consumer markets to policy makers, consumer protection institutions, organizations related to the food and beverage industry, healthcare workers and consumers themselves regarding the antecedents of youth obesity (BL) in developing and emerging markets. Originality/value: The study adds value to the body of literature related to consumer obesity, FH, consumer psychology and lifestyle through findings that are new in terms of findings' specificity, contextual focus and explication. Moreover, the study extends the cognitive theory of DE and the theory of planned behavior (TPB). The research effectively offers significant theoretical and practicable market knowledge to both scholars and marketing practitioners, as well as policy makers and institutions dealing with youth obesity, particularly in emerging markets.
KW - Anxiety
KW - BMI
KW - Consumer food marketing
KW - Consumer lifestyle
KW - Depression
KW - ENDP
KW - Food habits
KW - LFSS
KW - Mental health
KW - Physical health
KW - Psychological
KW - Stress
KW - Younger generation consumer
UR - http://www.scopus.com/inward/record.url?scp=85131046465&partnerID=8YFLogxK
U2 - 10.1108/BFJ-10-2021-1151
DO - 10.1108/BFJ-10-2021-1151
M3 - Article
AN - SCOPUS:85131046465
SN - 0007-070X
JO - British Food Journal
JF - British Food Journal
ER -