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    Capitalism leading to unhealthy food consumption

    Hasan, Rajibul and Yu, Zhirun (2020) Capitalism leading to unhealthy food consumption. Strategic Change, 29. pp. 633-643. ISSN 1099-1697

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    How fast-food and beverage companies, which are driven by capitalism, adopt the ethical product, price, promotion, and place strategies to influence consumers’ perceived value and purchase intentions. Results from hypotheses testing show the ethical aspects of fast-food and beverage companies’ marketing strategies highly influence consumers’ perceived value of products and further prove perceived value positively influences consumers’ purchase intentions. These findings will educate fast-food and carbonated beverage companies on the ethical problems of marketing unhealthy foods. Our results also lead to fast-food and carbonated beverage companies to reconsider their marketing strategies for the improvement of this serious situation that can be tied to capitalism.

    Item Type: Article
    Additional Information: Cite as: Hasan, R, YU, Z. Capitalism leading to unhealthy food consumption. Strategic Change. 2020; 29: 633– 643.
    Keywords: Capitalism; food consumption; marketing strategies; caronated beverages; unhealthy food choices;
    Academic Unit: Faculty of Social Sciences > School of Business
    Item ID: 14993
    Identification Number:
    Depositing User: Rajibul Hasan
    Date Deposited: 08 Nov 2021 15:21
    Journal or Publication Title: Strategic Change
    Publisher: Wiley
    Refereed: Yes
    Use Licence: This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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