Influence of marketing on the consumption of ultra-processed foods in university environments

Ultra-processed foods are associated with obesity and chronic diseases. This study analyzes how marketing and the university food environment influence perceptions and preferences towards this type of food. The high availability of products considered as ultra-processed and the lack of healthy options near the different campuses, especially at night, generate an unfavorable food environment for university students. A quantitative-descriptive methodology with surveys was used. The results show that the most common advertising formats are posters and banners, while taste and price are the main motivators for consumption. In addition, there is a positive correlation between frequency of consumption and perception of benefits, evidencing the influence of marketing focused on ultra-processed products. The study highlights the need for educational interventions and advertising regulations in university environments to promote healthy habits, and counteract the prevention of catastrophic diseases.