Impact of Media on the Health Consciousness of the Millennial Generation

Authors

  •   Saumya Singh Research Scholar, Department of Management and Commerce, Manav Rachna University, Faridabad - 121 003, Haryana
  •   Pooja Kapoor Associate Professor, Department of Management and Commerce, Manav Rachna University, Faridabad - 121 003, Haryana
  •   Sanjay Srivastava Professor-Management, Department of Management, Manav Rachna International Institute of Research and Studies, Manav Rachna Campus, Faridabad - 121 004, Haryana
  •   Anand Prakash Head, Department of Psychology, University of Delhi, Delhi - 110 007

DOI:

https://doi.org/10.17010/pijom/2021/v14i12/167459

Keywords:

Millennial Generation

, Health Consciousness, Cronbach’s Alpha, Media and Business, Nutrition and Wellness.

JEL Classification Codes

, I120, M300, M310, M370.

Paper Submission Date

, February 5, 2021, Paper Sent Back for Revision, March 25, Paper Acceptance Date, October 25, Paper Published Online, December 20, 2021.

Abstract

India, in coming times, is said to be crowned as the youngest country in the world with the highest percentage (64%) of its population as the working population, the maximum of which will be accounted for by the millennials. Wellbeing is a continuous effort cycle, requiring small steps at each stage of life. In this context, this article tried to understand the health consciousness in terms of attitudinal responses among the millennial generation (born after 1990) and the influence of market and media. The paper further explored the role of select media in creating awareness of the healthfulness of products and the health consciousness of college millennials/youth in Delhi NCR. The sample size of 363 respondents consisted of youth ranging from 18 – 25 years of age studying in various colleges of the University of Delhi and its satellite towns like Faridabad, Noida, and Gurgaon. A random stratified sampling method was used to collect the data from the population. Cronbach’s alpha test was applied for checking the validity and reliability. Using a 5 - point Likert scale, and with the help of variables, namely age, gender, socioeconomic status, and health consciousness, it was observed that the health consciousness of the millennial generation was primarily affected by the media (particularly social media). Moreover, too much exposure to the media altered the behavior of the millenials.

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Author Biographies

Saumya Singh, Research Scholar, Department of Management and Commerce, Manav Rachna University, Faridabad - 121 003, Haryana

ORCID iD : http://orcid.org/0000-0002-4148-2486

Pooja Kapoor, Associate Professor, Department of Management and Commerce, Manav Rachna University, Faridabad - 121 003, Haryana

ORCID iD : http://orcid.org/0000-0003-1121-8462

Sanjay Srivastava, Professor-Management, Department of Management, Manav Rachna International Institute of Research and Studies, Manav Rachna Campus, Faridabad - 121 004, Haryana

ORCID iD : http://orcid.org/0000-0002-9180-6688

Anand Prakash, Head, Department of Psychology, University of Delhi, Delhi - 110 007

ORCID iD : http://orcid.org/0000-0002-6929-7872

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Published

2021-12-21

How to Cite

Singh, S., Kapoor, P., Srivastava, S., & Prakash, A. (2021). Impact of Media on the Health Consciousness of the Millennial Generation. Prabandhan: Indian Journal of Management, 14(12), 35–53. https://doi.org/10.17010/pijom/2021/v14i12/167459

Issue

Volume 14, Issue 12, December 2021

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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