Razi Journal of Medical Sciences

fa اعتبارسنجی الگوی رفتار انتخابی مصرف غذا و نوشیدنی سالم در نوجوانان با تاکید بر بازاریابی مواد غذایی Validation of the Selective Behavior Pattern of Healthy Food and Drink Consumption in Teenagers with an Emphasis on Food Marketing علوم تغذیه Nutrition Sciences پژوهشي Research زمینه و هدف: هدف اصلی تحقیق، اعتبارسنجی الگوی رفتار انتخابی مصرف غذا و نوشیدنی سالم در نوجوانان با تاکید بر بازاریابی مواد غذایی است. روش کار: روش تحقیق از نظر هدف، کاربردی_توسعه ای و از نظر ماهیت، توصیفی پیمایشی بود. جامعه آماری در بخش اعتبارسنجی الگوی رفتاری والدین نوجوانان بودند که با توجه به بزرگی جامعه، حجم جامعه هدف نامعین در نظر گرفته شده و حجم نمونه بر اساس فرمول کوکران برابر 384 نفر که در نهایت تعداد 412 پرسش نامه توزیع و جمع آوری گردید. برای گردآوری داده‌ها از پرسش نامه 70 گونه‌ای استفاده شد. برای تجزیه و تحلیل داده‌ها از روش حداقل مربعات جزئی و با  استفاده از نرم‌افزار Smart PLS انجام شد. یافته‌ها: نتایج به دست آمده موید این نکته بود که عدم اطمینان تصمیم گیری و عدم‌آگاهی در حوزه مصرف مواد غذایی به عنوان شرایط علی بر پدیده محوری شامل الگوی رفتاری تاثیر گذار بوده است. نتیجه‌گیری: به طور کلی نتایج نشان داد الگوی رفتار انتخابی مصرف غذا و نوشیدنی سالم در نوجوانان با تاکید بر بازاریابی مواد غذایی از برازش مطلوب برخوردار می‌باشد.   <div style="text-align: justify;">Background & Aims: Every person has his ideas that affect his behavior and consumption patterns. For example, research shows that 72% of men and 85% of women are not satisfied with their appearance and this factor has caused them to use cosmetics in Europe. Many consumers seek to hide or highlight a part of themselves by purchasing products from cars to cosmetics. Consumers' feelings about themselves are one of the factors that shape their consumption habits. The research conducted on the consumption of fashion clothes by women over 65 years old also shows that the self affects consumption. Self-concept refers to one's beliefs about one's characteristics and how one evaluates these characteristics. A person's overall self-concept may be positive, but there are parts of the self that are evaluated more positively than others. For example, a person may have a better sense of their professional identity than their middle-aged identity. Many adolescent health challenges are directly related to nutrition. Since the field of food, marketing is a very important part of the prevention of obesity in children and adolescents, therefore, more responsible marketing and, in line with that, awareness of how to choose food, especially healthy food, in children and adolescents. It can be effective in improving their nutritional health and using appropriate methods of marketing and advertising. One of the pillars of society's health is providing physical and mental needs through optimal nutrition. Nutrition is one of the factors involved in ensuring health and causing disease so nowadays the connection between nutrition and food choices with the health of people in society is confirmed and emphasized. The role of nutrition in the creation and development of non-communicable diseases such as cardiovascular diseases and cancer is undeniable, and chronic diseases caused by improper nutrition and lifestyle are the biggest cause of death. Today, the discussion of food patterns and their relationship with diseases is a suitable and new approach in the field of nutritional epidemiology. Paying attention to the food patterns that include the complexities of the meals gives a good picture of the diet and nutritional habits of the people in the society. The household consumption pattern is determined based on the allocation of household expenses among different consumer groups. The consumption pattern is influenced by various factors, among these factors we can mention the cultural, social, psychological, and individual factors of the consumers, and paying attention to these factors can be considered an effective factor in the sale of products. In various researches, food groups known for consumption of fruits, vegetables, whole grains, chicken, and fish were more related to the intake of micronutrients and biological-dietary indicators and the risk of disease in a specific direction. On the other hand, short-term studies have shown that dietary diversity and the type of foods consumed in the diet also affect obesity. People who are fat or think they are fat in some way and do not have a good mental image of their body, mostly turn to weight loss diets and different methods of losing weight and reaching the ideal weight. Therefore, the present study seeks to examine the question of whether it is possible to present a valid model in the selective behavior of healthy food and drink consumption in adolescents. It is not possible to study and examine any of the dimensions of human existence without studying his personality, and to study personality, paying attention to the concept of self, which is considered the core of personality, is an inevitable necessity. The behavior that each person shows in different situations is directly influenced by his self-image. Therefore, a person's self-concept affects all behavioral activities, including consumption behaviors. By increasing knowledge about the attitude of potential customers towards themselves, marketers can challenge this attitude towards the consumption of their products and use it in their advertisements for food products. In other words, by knowing the attitude of current and potential customers towards themselves, marketers can determine the marketing method and design and implement advertisements and other marketing activities in a way that has the greatest impact on customers and effectively persuades them to buy products. To encourage the target. Those whose business is related to providing diets and people's health can use the knowledge of people's attitudes towards themselves as well as the actual, ideal and social attitudes of customers to provide appropriate meal plans effectively. Let customers learn and take steps towards the health of the community. Methods: The research method was applied-developmental in terms of purpose and descriptive survey in terms of nature. The statistical population in the validation section of the behavior pattern of parents of teenagers was considered undetermined due to the size of the population, and the sample size was 384 according to Cochran's formula, and finally, 412 questionnaires were distributed and collected. A questionnaire of 70 types was used to collect data. To analyze the data, the partial least squares method was performed using Smart PLS software. Results: The obtained results confirmed that the uncertainty of decision making and lack of awareness in the field of food consumption as causal conditions had an impact on the central phenomenon including the behavioral pattern. Conclusion: In general, the results showed that the selective behavior pattern of healthy food and drink consumption in teenagers with an emphasis on food marketing has a favorable fit. One of these efforts is to study the behavioral pattern of people and their effect on their consumption patterns, including food consumption patterns. Each person has his own ideas that affect his behavior and consumption patterns. Therefore, marketers can manipulate a person's self-concept to sell their products. The social self has a negative effect on all three food patterns. But it has the most negative impact on the western food pattern. That is, the more positive a person has towards his social self, the less he chooses the western food pattern. The mood has a negative effect on all three food patterns. Therefore, the more a person has a positive attitude towards his morals with others and the way he treats himself, the less he prefers all three models. </div> رفتار انتخابی, مصرف غذا و نوشیدنی, بازاریابی مواد غذایی, تصمیم گیری Selective Behavior, Food and Beverage Consumption, Food Marketing, Decision Making 128 137 http://rjms.iums.ac.ir/browse.php?a_code=A-10-6815-2&slc_lang=fa&sid=1 Bahareh Sagheb بهاره ثاقب 3900319475328460075966 3900319475328460075966 No PhD Student, Department of Business Management, Faculty of Management and Accounting, Rasht Branch, Islamic Azad University, Rasht, Iran دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران Ali Gholipour Soleimani علی قلیپور سلیمانی gholipourbahman@yahoo.com 3900319475328460075967 3900319475328460075967 Yes Assistant Professor, Department of Business Management, Faculty of Management and Accounting, Rasht Branch, Islamic Azad University, Rasht, Iran استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران Kambiz Shahroudi کامبیز شاهرودی 3900319475328460075968 3900319475328460075968 No Associate Professor, Department of Business Management, Faculty of Management and Accounting, Rasht Branch, Islamic Azad University, Rasht, Iran دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران