An Investigation Of Perceived Risk Of Body Weight Among Normal And Overweight: Can Consumer Perceived Risk Theory Help?

Abstract

Weight-related problems such as obesity and eating disorders are among the most prominent public health concerns with serious health and economic consequences. Risk perception related to weight is one of the strongest predictors of intention to manage weight and the practice of eating healthy diets. This study explores the feasibility of adapting perceived risk theory from consumer behavior research to perceived weight risks, and investigates the differences in perceived weight risk between normal and overweight consumers, and in their weight-related behaviors. The findings indicated that the overweight and normal weight consumers differed in their perceived weight risks in all risk dimensions. However, this difference was not reflected in their food consumption behaviors and physical activity levels which are indications of weight management efforts.