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Alexandra Silbermann entwickelt einen neuartigen, systematischen Ansatz, der eine ganzheitliche Analyse und Erklrung des Bewusstseins fr einen gesunden Konsum zulsst und die Identifikation bedeutender Einflussfaktoren, die fr Manahmen zugnglich sind, ermglicht. Ohne fundierte Kenntnisse der kognitiven Prozesse, die dem gesundheitsbewussten Konsumentenverhalten zugrunde liegen, knnen Marketing- bzw. Interventionsmanahmen nur begrenzt wirkungsvoll sein. Die Autorin leitet Implikationen fr eine effizientere Frderung gesundheitsbewussten Konsums ab. Die Systematisierung ist ber den Gesundheitsbezug hinaus einsetzbar.
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