Pazarlamama Kavramı ve Gençlerin Gıda Tüketim Tercihleri Üzerine Bir Araştırma
De-marketing and A Research on Food Consumption Preferences of Young People

Summary/Abstract: Purpose – Increased workload, stress factors, changes in working life, rapid lifestyles, changes in food industry, and trends in fast food consumption, especially in young people's food purchases, are among the important reasons for the increase in health problems based on unhealthy nutrition and youth obesity in the last few years. However, it is accepted by many environments that food marketing affects the health of young people in the world gradually and negatively. Social-purpose de-marketing practices bring some limitations to marketing practices in the food industry. The aim of this study is to provide a conceptual basis for the demographics of social purposes related to food consumption that threatens the health of the young population. Design/methodology/approach – This research is an explanatory research which is based on interviews, questionnaires and experimental methods in order to reach the primary data by gathering the existing data and presenting the current situation. In order to reach primary data, one of the quantitative approaches was used. Findings – A significant relationship was found between young people' eating habits and diet and weight control behaviors. The fact that young people take into account labeling practices for their nutritional content shows that they are aware of what they eat and that they are changing in direct proportion to the habits of conscious food consumption. Discussion – Young people no longer eat more food, healthy eating, sugar, salt and fat consumption, healthy diet, such as follow-up, have become themselves questions. Therefore, if food producers and retailers develop easy to read and understand nutritional labeling, they can make their products more advantageous than products with a standard diet label.

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