Premium
Capitalism leading to unhealthy food consumption
Author(s) -
Hasan Rajibul,
YU Zhirun
Publication year - 2020
Publication title -
strategic change
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.527
H-Index - 16
eISSN - 1099-1697
pISSN - 1086-1718
DOI - 10.1002/jsc.2379
Subject(s) - capitalism , value (mathematics) , product (mathematics) , marketing , consumption (sociology) , promotion (chess) , business , economics , sociology , political science , social science , geometry , mathematics , machine learning , politics , computer science , law
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.