Social Influence in Australian University Institutional Eating: A Qualitative Content Analysis.

INTRODUCTION

Social influence has been recognised as a primary determinant of eating behaviour, and an effective behavioural change mechanism. Institutional settings offer a conducive environment for eating behaviour research, and few have examined multiple social influences interacting within an Australian institutional eating setting. Responding to calls to improve the use and reporting of theory within social marketing research, this study aimed to explore which social influences within the Consumer Socialisation Theory (CST) were evident in an institutional eating environment, to determine if the use of the CST could advance theory use within social marketing and behavioural change research.

METHODS

Semi-structured interviews (n = 16) were conducted with students residing in university college accommodation with provided meals. A deductive content analysis method was used to identify the CST social influences of interaction, modelling, social norms and reinforcement.

RESULTS

All theory defined social influences were evident. While all four social influences were present, participants identified interaction, modelling and social norms as having a greater influence within this context. The CST was successfully applied and helped to identify the different social influences within this study.

CONCLUSIONS

These findings show that not all social influences were relevant within this setting. SO WHAT?: This study informs future research and interventions by indicating the social influences that exist within an Australian university institutional context, and therefore which may be used to change eating behaviour. Additionally, it provides evidence for the successful use of the CST as a theory to identify social influences and inform intervention development and planning.