Implicit food associations as obstacles to healthy nutrition: the need for further research

Healthy nutrition is the driving force behind measures to address the obesity and diabetes epidemic. Therefore, the relevance of healthy nutrition to public health is steadily increasing. Although many consumers have positive attitudes towards healthy nutrition, their eating habits do not always match these attitudes. This paper suggests that individuals can overcome the discrepancy between attitude/intention and behaviour if they consider implicit associations with healthy or unhealthy nutrition. Our paper aims to develop a research strategy to analyse the impact of the interplay between explicit and implicit food associations on food consumption. The suggested process comprises the following steps: consumer segmentation, isolated analysis of different implicit drivers, holistic examination of interaction effects of different drivers and development of implications for policy makers and managers.