Propuestas de estrategias de Healthy marketing para gestionar el sentimiento de culpa en el consumidor.

Abstract

This research explores the relationship between food guilt in young women and advertising discourse related to food and body image. It is based on the hypothesis that contemporary marketing strategies (especially those in the digital sphere) can have a significant influence on the construction of negative emotions closely linked to food consumption and, therefore, justify processes of self-imposed pressure on body image and, ultimately, the moralization of food. The research uses a mixed-methods approach (combining quantitative and qualitative research techniques). Specifically, a survey of 247 young women was used to identify media consumption patterns related to food guilt; and, on the other hand, a qualitative analysis grounded in clinical evidence and reflections on the influence of marketing and the digital environment on the construction of body image was incorporated. The results indicate that food guilt is a common and normalized experience caused by psychological, social, and cultural factors, and by exposure to advertising discourses centered on normative ideals of beauty. Based on the above, a communication model is proposed within a healthy marketing framework, which focuses on creating empathetic, non-blaming messages centered on holistic well-being. This proposal aims to offer strategic guidelines for developing responsible communication campaigns that promote healthy habits without reinforcing negative emotions associated with food.