Mexican Idiosyncrasy and Efforts to Reduce Obesity Rates: A Proposed Research Agenda: An Abstract

Abstract

Obesity and chronic diseases are the leading causes of mortality in Mexico. According to Barquera and Rivera (2020), the latest national survey indicated 36.1% of Mexican adults are considered obese, whereas only 23.5% has a healthy weight. The situation is attributable to a shift of the Mexican diet over the past 40 years, shifting from mainly fresh and organic foods to ultra-processed products high in sugar, salt and fat. The recent pandemic exacerbated the public health problem.

Considered by many as having weak regulations in place, the Mexican government implemented a series of strategies and regulations in order to promote a healthier lifestyle. To date, no studies have been conducted to analyze public attitudes towards the regulations, legislation or any other recent effort. In order to fill this gap, the purpose of the study is to provide a research agenda of the Mexican society’s attitudes towards recent government efforts to reduce obesity rates and promotion of healthier lifestyles, such as the imposed soda tax and new labeling system.

The drivers of obesity are varied, including economic, political, social, education, cultural, infrastructural and legal drivers. A model is proposed considering these drivers and their effect on demand and supply of junk food. Understanding the complex interactions between the drivers with supply and demand requires sound research that relies on an understanding of (i) Mexican idiosyncrasy, (ii) the role of supply and demand, as well as the exploration of the interactions from (iii) varied perspectives applying multiple consumer research approaches. Accordingly, a research agenda is presented.

With collaboration across all parties involved, it would be possible to provide a holistic view of the problem. An understanding of Mexican idiosyncrasy can assist marketing managers and policy makers to tailor the appropriate messages to the consumer. Researchers may provide the first step towards building the harmonic effort needed by providing an understanding of the elements that prevent consumers to embrace practices for the society’s greater good.