A theoretical approach to segmenting children’s walking behaviour

Schuster, Lisa, Kubacki, Krzysztof, & Rundle-Thiele, Sharyn (2015) A theoretical approach to segmenting children’s walking behaviour. Young Consumers, 16(2), pp. 159-171.

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Abstract

Childhood obesity is a leading public health concern globally. This study aimed to extend research applying the principle of market segmentation to gain insight into changing the physical activity behaviour of children, particularly their walk to/from school behaviour. It further examined the utility of employing theory, specifically the Theory of Planned Behaviour (TPB), for this purpose. The study demonstrates the usefulness of behavioural, geographic and psychographic variables, as measured by the TPB, in distinguishing segments, offering an important contrast to prior segmentation studies emphasising demographic variables. This result provides empirical evidence of the value of employing the four segmentation bases, extending beyond a demographic focus, and the importance of incorporating behavioural theory in market segmentation. In so doing, this research provides key insights into changing children’s walking behaviour.

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ID Code: 82117
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: Market Segmentation, Social Marketing, Theory of Planned Behaviour, Active Transportation, Children
DOI: 10.1108/YC-07-2014-00461
ISSN: 1747-3616
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2015 Emerald Group Publishing Limited
Copyright Statement: This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited
Deposited On: 02 Mar 2015 22:54
Last Modified: 03 Sep 2015 11:48

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