Health as a Social Good in China - Literature review Example

Literature Review Contents Literature Review 3 Health as a Social Good 3 Importance of Youth Health in China 3 Lifestyle of Chinese 4 Customers Decision on Fast Food 6 Demand for Fast Food created by Chinese Students 11 Reference List 15 Literature Review Health as a Social Good The theory of economics states that economic development is a wider concept than economic growth (Binkley, 2006). Economic development of a nation signifies improvement of monetary as well as social status; whereas, economic growth only indicates the financial progress of a country. The theory of health economics states that economic development can be achieved by a country only with the essence of improved social capital (Afolabi, et al., 2013). Heath is considered to be the biggest component of social capital resource, given that it comprises both intrinsic and extrinsic worth. Being healthy extrinsically indicates wellbeing of a personality (Scruggs and Mastropieri, 2006). On the other hand, individuals with better health status turn out to be productive human capital in long run. Health status of young individuals in a country resembles quality of its future human capital. Hence, economists are greatly concerned about health quality of young generations in an economy. One of the most important Millennium Development goals of the United Nations is to ensure good health status for women and children (Bagozzi, et al., 2000). From the above review, it can be claimed that long run economic growth and development of a country substantially depends on health and welfare of the youth (Pechmann, et al., 2005). Importance of Youth Health in China After adopting liberal principles, the Chinese economy has experienced significant growth in its domestic productivity (Mccan, 2013). However, experts opine that average double digit growth faced by the country can slump soon, if adequate employability for underemployed and unemployment youth workforce is not assured. It is claimed by some researchers that improved quality and productivity of young workforce in China can be soon facilitated in long run by establishing improved health status of its youth (Qin, Prybutok and Zhao, 2010). From the above review, it can be said that China will achieve substantial economic development only with the help of superior and healthy human capital. Lifestyle of Chinese Students University of Stirling is a very popular educational institute of United Kingdom. Market researchers state that approximately 12300 students study in Stirling campus of the U.K.; of which almost 16% are estimated to be overseas students from China (Tillotson, 2008). Researchers have claimed that lifestyle related problems are common for university students. A special research study conducted by the institute of NCBI (National Centre of Biotechnology Information) proved that students are overloaded with work and academic pressures in universities (Bryant and Dundes, 2008). Their time and energy are mostly spent over studies. Moreover, young Chinese students studying in the Stirling University are found to widely use computers and other electronic sources of internet as a mode of entertainment. So, such indoor means of entertainment used by the students lowers their interest in other forms of outdoor gaming experiences, which involve greater amount of exercise (Zhang, Van Der Lans and Dagevos, 2010). Although exercise facilities available to the Chinese students in Stirling University are adequate, excessive educational pressures makes them least interested in participating in outdoor exercise sessions. Health economists also claim that the Health Responsibility Index value is weak for the university students. Chinese students studying in the Stirling University provide least importance to matters relating to health and fitness. Hence, poor exercise practices appear to generate weak fitness outcomes for many Chinese university students. It is also noted that women students exhibit lower fitness than the male ones in the university. Nevertheless, contradicting such rigid views, results of some studies prove that female Chinese students are more aware about their health, nutrition and self-actualization than the male apprentices. Males are found to be more physically active than females. In response to such controversial situations, some health economists believe that adoption and maintenance of health lifestyle is not necessarily dependent on gender. Healthy lifestyles of the Chinese students are more adversely affected by the common indoor entertainment means and extensive academic pressures in the university. Then again, lifestyle of the medical Chinese students in Stirling University is better than the non medical ones. This is because medical students are more aware and responsible towards their health status. They realize the worth of being healthy. Some researchers reckon that lifestyle of students in universities are significantly dependent on the income level of their families. The research results state that students belonging to rich families are more conscious about their health than those belonging to households with low per person income levels. It is believed that families experiencing high income are more literate and socially aware about health (Santerre and Neun, 2012). These families teach the intrinsic worth of good health to their children right from childhood. Finally, when these children grow older and reach the University level, healthy lifestyle habits are already imbibed within them. Material educational level becomes a very important qualitative factor influencing the lifestyle of Chinese students. If the mothers are highly educated, then they are able to correctly inculcate the worth of healthy lifestyle to their children. Thus, from the above analysis, it can be asserted that income and literacy forms two valuable independent factors influencing lifestyles of the university students of any country. Furthermore, certain experts opine that Chinese students on an average are more attentive and studious than the native British or American ones in the University of Stirling. This is because; the level of academic and professional competition faced by the young students of China is extensively high. Food Preparation verses Restaurant Use The university students are occupied in their daily academic activities and get less time of prepare food at home. However, they find visiting fast food restaurants more convenient than preparing food for themselves. The fast food restaurants in U.K. are known as the Quick service restaurants. Some researcher’s state that student’s often find preparing food at home to be more expensive (Tabassum, 2012). This is because; it involves purchasing costs of grocery items and cooking energy resources. Moreover, it is often true that many young university students of U.K. do not know appropriate ways to cook. Hence, these individuals prefer to consume tasteful low priced meals provided in the fast food restaurants. The fast food items served in the restaurants of U.K. are much unhealthier than the home cooked food items. Thus, since the students are more familiar to visit restaurants in their day to day lives, it can be stated that eating lifestyle of most Chinese and other university students in U.K. is unhealthy. A report provided by the American Accreditation HealthCare Commission showed that despite being aware about the bad nutritional indicators of fast foods, young individuals favour consuming it because they lack time to prepare food at home. It is found that many fast food producing companies such as Burger King and McDonalds have established their business branches in the locations closer to the university campuses (Tabassum, 2012). The students are often attracted to frequently visit the fast food restaurants because these hubs are easily accessible. Thus, from the above review it can be claimed that Chinese students studying in the University of Stirling prefer to consume restaurant foods than home cooked food due to factors such as time, cost, accessibility, taste and skills involved in cooking. Customers Decision on Fast Food Any food item that can be served and prepared in least time is termed as a fast food. Over time, as individuals have become busy in their daily lives, the aggregate demand for fast foods has substantially enhanced. Fast foods had initially become popular in the United States in 1950. These edible items are primarily prepared with precooked or preheated ingredients. The term “fast food” was coined by Merriam in the Webster dictionary in 1951. Fast food business had prominently begun in the United Kingdom during the expansion of trawler fishing. Fish and chips became the initial popular fast food in the country. Greater variations of such food products gradually became popular in the country. A research study conducted in 2012 has stated that in the U.K., almost 50.4% of the food purchased outside homes is fast food items such as, pizzas, kebabs and burgers. Rapid business expansion of popular multinational fast food companies in the U.K., such as, McDonald’s and Burger King, signifies growing popularity of fast food among the natives. Figure 1: Fast Food Business Growth U.K. (Source: GOV, 2012) The above graph shows the basic statistics pertaining to food business in the U.K. It is clear that beverage consumption in the country is relatively higher than that of healthy food merchandise such as, dairy products. Some research studies have indicated that fast food such as, fried chicken, is very popular among the national as well as international students of the U.K. The owners of certain prominent fast food companies have said that young university students from other countries studying in the U.K., often prefer to consume fast food products because of low price and good taste. China is an emerging economy, but that of the U.K. is developed. The purchasing power parity level of China is lower compared to that of the U.K. Researches have shown that basic living in the U.K. often becomes expensive for the Chinese students. As a result, Chinese students studying in universities of the U.K. are found to prefer fast foods because of reasonable price and good taste. Nonetheless, health economists and environmentalists have accused fast food products to be extremely unhealthy for human health as well as the environment. Figure 2: Health and Environmental Hazards of Fast Food (Source: Mayor of London, 2012) The above flow chart explains various environmental and health problems caused due to high consumption of fast food. Since good health is a very crucial aspect for all Chinese students studying in the Stirling University, consumption of fast food should be strictly regulated. Even so, such unhealthy yet quick recipes are becoming popular among the youth in the U.K. because of their strategic advertisements, low prices and appealing taste. Certain research reports point out that childhood obesity is one of the most severe health problems of the 21st century. Obese adults are most commonly infected by cardio vascular and diabetes diseases. Despite having adequate knowledge, literate contemporary youth are fond of purchasing such unhealthy food products. Such irrational decisions are undertaken by the customers primarily because of efficient advertising and marketing tools of the fast food companies. Economists have pointed out a positive relationship existing between consumers purchase decisions and advertisement expenses (Mayor of London, 2012). Figure 3: Impact of Advertisement (Source: Rhonda, 2011) The above chart shows the ways through which advertisements directly influence psychology of the consumers, thereby altering their purchasing decisions. The report of an Australian research study claimed that youth and children are the primary focus of marketing initiatives practiced by fast food companies. The marketers of these companies utilize emotions and feelings, premium offers, product endorsement facilities and production techniques as their primary commercializing tools. It is seen that youth are greatly attracted to such strategies. Additionally, some international organisations are found to constantly promote fast food advertisements in the market. Even so, increased usage of social media among the youth has considerably helped to make these advertisements popular in the market. Therefore, proficient commercialization and marketing activities of fast food products have greatly popularize their products among young consumers (Patton, 2002). Researchers believe that feasible pricing strategies imposed by the fast food companies have helped to enhance their popularly worldwide. It is often found that individuals belonging to the lower income class of the U.K. society are majorly overweight. The primary cause of their obesity is fast food. Since the prices of such food items are lower than common food products found in the U.K., the individuals with lower incomes can easily afford these items. However, researches indicate that the cost of junk foods includes private as well as social costs. It should be noted that though private costs of these products are low, social cost associated is high. This is because; fast food production (as shown above) is hazardous to the environment as well as health of individuals. From the above analysis, it can be assumed that consumers prefer fast food products owing to cheap price and innovative pricing strategies of the sellers. The fast food owners in the U.K. always implement cost plus pricing strategy in business. Low prices are the biggest marketing tool of these firms. Nevertheless, some market researchers state that taste is also an important factor determining market demand for fast food products. Demand for health is independent of consumer’s rationality (Rivera and Currais, 1999). Buyers often make their purchase decisions without considering health aspects. Buyers often like to purchase fast food products because of good taste. The following table explains the causal relationships between consumers’ demand for fast food products with their price, advertisement, health and taste factors (Bowen and Vinyard, 2004). Impact of Physical Environment It is claimed by some researchers that consumers are attracted to visit the fast food restaurants because of its attractive physical environment. Figure 4: Factors Influencing Consumers Fast Food Demand (Source: Tabassum, 2012) The above table explains the primary factors that determine the customers’ intensions to visit fast food restaurants (Tabassum, 2012). Popular fast food companies establish their restaurants in strategic locations, such as big shopping malls, supermarkets or university campuses. These places are visited by a large number of individuals and remain crowded most of the times. Higher crowd attracts increased customers within these restaurants. At the same time these companies implement differentiation strategies in business and serve diversified products to its consumers. Individuals are also attracted to consume foods from these restaurants because of unique interior decorations of the outlets. The nature of architecture and comfort facilities available to the customers is superior in these restaurants. For instance, KFC provides free Wi-Fi usage facilities to its customers (Tabassum, 2012). Furthermore, the restaurants are spacious and provides car parking facilities to its visitors. The service qualities provided to the consumers are efficient and the foods are served in a hygienic manner. Thus, from the above analysis it would be correct to state that consumers largely alter their purchasing decisions according to the physical environment and service qualities of the fast food companies (Tabassum, 2012). Factors Consumers Demand for Fast Food Products Price Maintaining the law of demand, since prices of fast food are low in the market, aggregate demand placed by the consumers is high. Advertisements The advertisement cost of each fast food firm is directly proportional to the demand it faces. Since each firm produces differentiated products, investment in advertisement is crucial. Taste Buyers often place demand for fast food products because of good taste Health Fast food items are unhealthy food products and causes diseases such as, obesity Physical Environment and Service Quality Superior physical environments and efficient service qualities of the fast food restaurants attracts larger customers demand Demand for Fast Food created by Chinese Students It is claimed in a market research study that on an average, every British individual spends approximately £110 per month for purchasing fast food products. The Chinese students who study in the U.K. are particularly found to be the most potential customers of fast food products therein. This is because these young customers have less time and energy to cook food at home, after completing their regular academic activities. Moreover, these students consider fast food products in the U.K. to be cheaper than the common food preparations (Poulter, 2012). The fast food sellers in the U.K. prepare native Chinese food products for attracting more Chinese customers. One such popular Chinese takeaway product in the U.K. is sushi. However, studies indicate that fish and chips have become favourite meals for Indian and Chinese consumers in the country. Figure 5: (Source: CMC, 2012) The above graph shows that proportion of Chinese population in the U.K. has significantly increased with time. The taste and preference pattern of these individuals have largely adopted social culture of the U.K. Hence, it is found that Chinese students living in the U.K. have widely adopted the country’s native eating habits. Along with native British individuals, these students are showing increased interest for fast food products. Many behavioural economists state that there exists a strong causal relationship between food habits and stress level of an individual (Ludwig, Peterson and Gortmaker, 2001). These economists believe that food is consumed by individuals, not only for the purpose of nourishment, but also for coping up with stress and tension (Powell, et al., 2007). The study proved that work load and stress induces overeating. Individuals tend to intake high energy food products while experiencing stress. The Chinese students studying in universities of the U.K. are over-burdened with work pressure. Some of these young students are able to study in these U.K. universities after experiencing high academic competition in their home country. As a result, Chinese students studying in the U.K. universities are very hardworking and studious. According to the theory stated above, workload and academic pressures compel the Chinese students to favour unhealthy fast food products available (Malhotra, Birks and Wills, 2012). These food intakes cause obesity and as claimed by behavioural economists, obese individuals further consume such unwholesome food items due to depression and negative emotions. Another research study suggested that consumption of fresh food products by university students in the U.K. is inversely related to the level of mental stress and depression of the students; and directly related to fast food consumption rate (Heidal, et al., 2012). Even so, it should be noted that apart from stress and depression, fast food products are favoured by the Chinese students because of lower prices, attractive advertisements and promotional offers of these companies as well as appealing tastes. Besides these factors, a questionnaire survey stated that above 90% of Chinese students of the U.K. favour purchasing fast foods because these can be purchased in a very short period of time. The university students are highly occupied in their daily activities, which is why they prefer promptly accessible fast food products. Additionally, fast food products are readily available at different places of the U.K. Non-branded fast food products are commonly available in different streets of the U.K. and in the branded retailing outlets of companies such as, McDonald’s and Burger King. The young Chinese students of the U.K. dislike cooking food at home, as they are overburdened with academic pressures (Kotler, 2011). Purchasing readily accessible, inexpensive and tasteful fast food items are, hence, highly preferred by Chinese students in the U.K. University students seem to consider visiting fast food outlets as a part of their social culture (Henderson and Kelly, 2005). The students socialize with friends and families in these inexpensive restaurants. Thus, the above context explains the reasons for which fast food products are highly favoured by the Chinese students (Lee, 2013). The lifestyle of Chinese students in the University of Stirling does not provide adequate scope for outdoor activities. The students are extremely busy in their studies and other academic activities. They hardly get adequate time for participating in any outdoor activities (Holgado, De Irala-Estevez, and Martinez-Gonzalez, 2000). Furthermore, primary means of entertainment in the present world scenario do not support exercises. Chinese students of the university consider playing over internet or with video games in leisure hours. Researchers have pointed out that inadequate exercise and lack of physical activities lowers Basal Metabolic Rates (BRL) of individuals (Haines, O’Neil and Zanovec, 2014). The probability of suffering from choric degenerative diseases and other diseases, such as, obesity, greatly increases with lower BSL rates. It is highly recommendable that young individuals involved in less physical activities must practice healthy eating habits. From the above literature survey, Chinese students are found to exhibit unhealthy edible habits. Due to low prices, excellent taste and easy accessibility, the students largely prefer to consume different types of fast food products available in the U.K. The literature has proved that expensive and strategic marketing activities of the fast food companies ensure a wide base of customers. Youth prefer to consume tasteful fast foods, but tend to overlook the intrinsic cost. The young consumers rarely consider the health and environmental aspects of fast foods. They should realize that good health is an indispensible attribute of their wellbeing (Gratton and Jones, 2010). Though the Chinese students are studious and hardworking, yet they cannot become productive workforce in future without adequate health status. Fast food consumption should be substituted with healthy organic or home cooked edible products. Finally, it should be noted that professional or academic proficiency of an individual can be achieved only with the help of good health. Therefore, consumers should give more value to the impact created by fast foods on health, thereby paying less attention to the price and taste related attributes (Connaway and Powell, 2010). Reference List Afolabi, W. A. O., Towobola, S. K., Oguntona, C. R. B. and Olayiwola, I. O., 2013. Pattern of fast foods consumption and contribution to nutrient intake of Nigerian university students. International Journal of Education and Research, 1(5), pp. 1-5. Bagozzi, R. P., Wong, N., Abe, S. and Bergami, M., 2000. 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