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Editorial: Psychological perspectives on consumer obesity

Christofi, Michael, Manika, Danae, Hadjielias, Elias, Kvasova, Olga, Petrovici, Dan, Lowe, Ben (2022) Editorial: Psychological perspectives on consumer obesity. European Journal of Marketing, 56 (11). pp. 2829-2832. ISSN 0309-0566. (doi:10.1108/EJM-11-2022-981) (KAR id:99424)


The prevalence of obesity has increased at an exponential rate over the past decades (Petersen et al., 2019; Thaiss, 2018). Currently, more than 39% of the global population are considered overweight, and 13% are obese (Yao et al., 2022; Connors et al., 2021). Thus, obesity rates at a global scale have escalated to the point of becoming a global epidemic (Pachali et al., 2022; Moore et al., 2017). From a marketing perspective, obesity research has tended to focus on issues such as how advertising and promotions influence a consumer’s food consumption (Garg et al., 2007) and the impacts of social marketing interventions to change food consumption practices and exercise behaviour (Manika et al., 2017a, 2017b). Furthermore, researchers focusing on consumer health have examined the effects of various factors on food consumption, such as various physiological hunger cues, as well as several external cues, pricing and packaging issues, choice variety, colour lights, shapes and smells, distractions and distances, among others (Tangari et al., 2019; Haws et al., 2017).

However, despite the increasing interest of the scholar community on the intersection between marketing and obesity, there are several research areas that remain unexplored. In particular, there is a need for marketing scholars to develop multi-disciplinary and integrative knowledge and transformative theories to enhance the understanding of concepts, behaviours, problems and issues related to obesity, as well as to improve the insights on successful marketing practices in this area that can help battle obesity.

This special issue on “Psychological Perspectives on Consumer Obesity” presents cutting-edge scholarly research that provide novel ideas, theories, findings and directions in addressing the obesity problem. The articles in the special issue will be of interest to a wide range of social science disciplines (psychology, marketing, policy, organisation studies, sociology-culture), including medical science, as well as practitioners and policymakers concerned with obesity and the problems that arise from this pandemic.

Item Type: Article
DOI/Identification number: 10.1108/EJM-11-2022-981
Additional information: This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact
Uncontrolled keywords: Obesity, calories, nutrition
Subjects: H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business
Funders: University of Kent (
Depositing User: Benjamin Lowe
Date Deposited: 06 Jan 2023 09:15 UTC
Last Modified: 11 Jan 2023 11:46 UTC
Resource URI: (The current URI for this page, for reference purposes)

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