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Resumo(s)
Orthorexia nervosa is recognized in literature as an eating disorder which describes a pathological fixation with healthy food. Describing a consumer behavior related to food choices, the question is raised whether it can or can not be considered a new food trend.
The aim of this dissertation is to investigate how orthorexia nervosa can affect food companies’ marketing decisions and what should marketing managers do to be able to respond to orthorexia nervosa as a trend.
To carry out this study, orthorexia nervosa, consumer behavior and food trends were studied through existing literature and a multiple case-study was then prepared. Four food producing or directly related companies were selected due to their perceived interest in health and nutrition and due to the different sectors they were inserted in. Interviews were conducted to the different company’s marketing decision-maker in order to understand which trends they were responding to, which strategies they have adopted to do so and also their level of knowledge in terms of orthorexia nervosa and, consequently, its impact as a possibly emerging trend.
After a qualitative data analysis, the author makes suggestions on how food producing companies should act in order to respond to orthorexia nervosa as a food trend, having a marketing plan model as a base. Therefore, this exploratory study has implications for scholars, managers and policy makers who work in the fields of consumer behavior, nutrition and market research, generating several future research and market opportunities.
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Palavras-chave
Orthorexia nervosa Marketing strategies Food industry Case studies