Social Marketing for a Healthy Diet: A Systematic Literature Review

Abstract

Objectives In this study we focused on how social marketing might encourage healthy eating habits, with particular attention to methodological approaches, theoretical frameworks, geographic representations, and important suggestions for further research.Background Social marketing is an important tool for promoting healthy eating, but research has not fully explored the implementation of mixed methodologies, included theory-driven approaches, or represented worldwide geographies. These deficiencies have hampered successful strategy creation.Method We examined 45 research publications in this comprehensive literature review. Methodological approaches, theoretical foundations, intervention tactics, and geographic origins were considered when evaluating the studies.Findings According to the findings, the study landscape is dominated by the United States and Canada (42%), followed by Europe (31%), with other regions being underrepresented. Despite the potential advantages of mixed-method techniques, just four studies used them. Though most research lacks a theoretical foundation, popular hypotheses include the Technology Acceptance Model and the Theory of Planned Behaviour. One common strategy for encouraging healthier diets is the use of social media. Nevertheless, there is little application of mediating and moderating variables.Conclusion This review emphasises the necessity of theory-driven social marketing initiatives,suggesting the incorporation of sustainability and health into dietary recommendations through strategies such as controlling the promotion of unhealthy foods and utilizing social media tactics like memes, visual stimuli, celebrity endorsements, and peer interactions-all of which are crucial in encouraging consumers, especially women and young audiences, to adopt healthy eating practices.