Social Marketing Strategies as Predictors of Fast Food Consumption among University of Ibadan Undergraduates

Abstract

Adequate food is an indivisible link to the inherent dignity and health of human beings and indispensable for fulfillment of other human functions. What an individual eats goes a long way to determine his or her physiological and social well-being. Inadequate nutrition lowers health and productivity as well as lessens effective pursuit of social and economic values. The study investigated social marketing strategies as predictors of fast food consumption among undergraduates of University of Ibadan, Ibadan. The study was carried out using descriptive survey research design and the data was analysed using inferential statistics of regression. 360 respondents were randomly selected and used. The study tested two hypotheses. All the hypotheses were rejected. The study therefore recommended that there is a need for health educators and other health practitioners to have a shift in paradigm from theoretical teaching to skill based health education in order to improve their services to clients especially students and adolescents.

Keywords: quality health, healthy eating, fast food, advertising.