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Thesis

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Submitted By parkshixin
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BUSINESS AND SOCIAL SCIENCES, AARHUS UNIVERSITY

Department for Marketing and Statistics March 2012

Diet and eating habits at the transition to motherhood:
Influencing factors, self-developed coping strategies and how the public and private sector can support the maintenance of a healthy diet

Master Thesis Master of Sciences in Marketing

Author: Supervisor:

Sandra Denise Kunz Petersen Jessica Aschemann-Witzel

EXECUTIVE SUMMARY
PURPOSE – The purpose of this study is to gain a deeper understanding of the changes in diet and eating behavior women experience during the transition to motherhood, the underlying influencing factors, as well as their self-developed coping strategies, in order to devise recommendations for the public and private sector to support the adaption and maintenance of healthy eating habits during this transition. METHOD – A life course perspective was adopted and behavioral change models, used in health-related research, applied. In addition, the data of 18 qualitative e-mail interviews with German mothers was analyzed by means of qualitative content analysis. FINDINGS – The transition to parenthood represents an important life event that can be divided into several phases, each of which is characterized by a range of distinct changes in women’s eating behavior and influencing factors thereof. Women develop coping strategies to face these challenges, but are still found to lack perceived behavioral control and self-efficacy and are confronted with perceived barriers, all of which keeps them from adopting or maintaining optimal eating behaviors during the transition, despite of good intentions and favorable attitudes. PRACTICAL IMPLICATIONS – The findings suggest that measures should be taken by both the public sector as well as the private food market to support women in adopting and maintaining a healthy diet, preferably in a way that creates

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