Using an Economic Incentive and Marketing Strategy for Healthy Food and Beverage Purchases at Sports Stadiums

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Stephens, C. (2017). Using an Economic Incentive and Marketing Strategy for Healthy Food and Beverage Purchases at Sports Stadiums. Unc Charlotte Electronic Theses And Dissertations.
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Abstract

The prevalence of chronic disease and obesity is a public health problem in the United States. Nearly 37% of adults are obese. Federal agencies and foundations such has the Robert Wood Johnson Foundation (RWJ), Center for Disease Control and Prevention (CDC), and the United States Department of Agriculture have shifted their obesity prevention focus from the individual to the broader population. These groups are focused on changing the built environment to make healthy foods easily accessible. However, evidence that these programs improve healthy food purchases, diet quality, and health is limited. In Cabarrus County, North Carolina, the Cabarrus Health Alliance (CHA) received a grant from the CDC to address some of these built environment issues. The primary focus of the CDC Racial and Ethnic Approaches to Community Health (REACH) Grant is to reduce health disparities among Cabarrus County’s Hispanic and African American population. There has been extensive research regarding built environment and healthy food access. However, there has been limited research testing the impact of recreational concession modification on healthy food purchasing. This study examined food and beverage data to determine if an economic incentive and effective marketing strategy would increase the sales of healthy food items and decrease the sales of unhealthy food items during the 2015 baseball season of the Kannapolis Intimidators single-A minor league baseball team. There were 5 Get Healthy Cabarrus Nights (GHCN) games and 23 non-promotional weekend comparison games. The quantity of healthy and unhealthy food and beverages were examined for each game. Of the 16 healthy items added to the menu, the sales of hummus increased at the promotional games (p=0.029) and the quantity of an unhealthy item, candy, decreased (p=0.041). Bottled water, a healthy item, significantly increased at the comparison games (p=0.047). Additional research is needed to determine if the price promotion or the marketing strategies, or both, influenced the sales during the 2015 baseball season.

Details
Author

Stephens, Casey

Title

Using an Economic Incentive and Marketing Strategy for Healthy Food and Beverage Purchases at Sports Stadiums

Physical Description

1 online resource (42 pages) : PDF

Date

2017

Degree Granting Institution

University of North Carolina at Charlotte

Abstract

The prevalence of chronic disease and obesity is a public health problem in the United States. Nearly 37% of adults are obese. Federal agencies and foundations such has the Robert Wood Johnson Foundation (RWJ), Center for Disease Control and Prevention (CDC), and the United States Department of Agriculture have shifted their obesity prevention focus from the individual to the broader population. These groups are focused on changing the built environment to make healthy foods easily accessible. However, evidence that these programs improve healthy food purchases, diet quality, and health is limited. In Cabarrus County, North Carolina, the Cabarrus Health Alliance (CHA) received a grant from the CDC to address some of these built environment issues. The primary focus of the CDC Racial and Ethnic Approaches to Community Health (REACH) Grant is to reduce health disparities among Cabarrus County’s Hispanic and African American population. There has been extensive research regarding built environment and healthy food access. However, there has been limited research testing the impact of recreational concession modification on healthy food purchasing. This study examined food and beverage data to determine if an economic incentive and effective marketing strategy would increase the sales of healthy food items and decrease the sales of unhealthy food items during the 2015 baseball season of the Kannapolis Intimidators single-A minor league baseball team. There were 5 Get Healthy Cabarrus Nights (GHCN) games and 23 non-promotional weekend comparison games. The quantity of healthy and unhealthy food and beverages were examined for each game. Of the 16 healthy items added to the menu, the sales of hummus increased at the promotional games (p=0.029) and the quantity of an unhealthy item, candy, decreased (p=0.041). Bottled water, a healthy item, significantly increased at the comparison games (p=0.047). Additional research is needed to determine if the price promotion or the marketing strategies, or both, influenced the sales during the 2015 baseball season.

Genre

masters theses

Subjects--Topics

Public health

Degree

M.S.

Keywords

Concessions
Economic Incentive
Sports Stadiums

Subject Area

Public Health

Advisor(s)

Racine, Elizabeth

Committee Members

Laditka, Sarah
Charpentier, Meghan

Degree Note

Thesis (M.S.)--University of North Carolina at Charlotte, 2017.

Rights Statement

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Rights Holder Information

Copyright is held by the author unless otherwise indicated.

Identifier

Stephens_uncc_0694N_11486

Permalink

http://hdl.handle.net/20.500.13093/etd:948