Obesity is one of Europe’s most serious public health challenges. The prevalence of obesity and overweight is reaching considerable levels especially in the South of Italy. There is a large body of literature about the determinants of obesity and political tools for its prevention and reduction. This paper aims to analyse the obesity phenomenon through the study of teenagers’ eating habits. Unhealthy lifestyles, in particular alcohol, snack and junk food are investigated. The study is based on a case study referred to a population of 900 students (age 11-19) in the city of Foggia. Results of cluster analysis show three segments Sedentary people (47%), Dynamic people (26%) and Moderate people (27%); results of regression show that BMI increases in each cluster for different causes and the effect of the same food product is different for the three segments. These results suggest that an integrated approach of marketing and public health may have a positive impact on the prevention of obesity and overweight.
Keywords: Obesity, eating habits, teenager, cluster
Jel Code: I18, Q18