The influence of nutritional knowledge on consumer lifestyle behaviour

The study set out to determine whether nutritional knowledge has an impact on lifestyle behaviour. The sample was based in the Nelson Mandela Metropolitan and consisted of approximately 499 participants. The model (nutrition variables) displayed in the introduction was formulated to portray the focus areas on which the literature was based. A self-administrated survey questionnaire was developed in accordance with the nutrition variables model. The instrument consisted of 72 items, measured by applying descriptive and inferential statistics. The findings of the study aim to justify that nutritional knowledge does influence the lifestyle behaviour of consumers. Findings were given regarding the influences of demographics, environmental variables and media variables on what consumers understand regarding nutrition and how this influences, for an example, dietary consumption, general lifestyle decisions and smoking. The implications of this study are outlined in the conclusion, resulting in the possibility of the study variables being further explored. Marketers need to be aware of how and when they provide nutritional information to consumers, in order to manipulate lifestyle behaviour. Recommendations include, nutrition classes implemented at school level to motivate children to follow healthier lifestyles behaviours. Nutritional challenges could b instigated at organisations to encourage employees to follow healthier lifestyles behaviour