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Promoting Fruit and Vegetable Consumption

Promoting Fruit and Vegetable Consumption. Rob Lawson and John Williams University of Otago. Background. “Pulp Fiction” ACNielsen Report for Cancer Society: 2004 “Backwards” segmentation based on behaviour. Research Data. National survey – 8291 respondents used for analysis

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Promoting Fruit and Vegetable Consumption

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  1. Promoting Fruit and Vegetable Consumption Rob Lawson and John Williams University of Otago

  2. Background • “Pulp Fiction” ACNielsen Report for Cancer Society: 2004 • “Backwards” segmentation based on behaviour

  3. Research Data • National survey – 8291 respondents used for analysis • self report behaviours • health expectations • motivations • social support • attitudes to fruit and vegetables cooking and consumption

  4. Fruit and Vegetable consumption • Path modelling emphasises • Intrinsic motivations - based on beliefs about health benefits • Self efficacy – influenced by perceptions about fruit and vegetables

  5. Motivations and Consumption • Intrinsic – doing things for their own sake – 5 items to measure in survey • Extrinsic – pressure from others, or as a means to an end – 4 items in survey

  6. Cluster analysis on motivations • Exploratory work with hierarchical methods • K-means to classify four groups

  7. Motivational segments • self-motivated (35.4%) • supported (27.6%) • lukewarm (20.8%) • pressured (16.2%)

  8. Motives (1) • Self motivated • High on intrinsic motivation – opposed to extrinsic forces • Supported • High on intrinsic motivation but also recognise extrinsic forces

  9. Motives (2) • Lukewarm • Low on intrinsic motivation – opposed to extrinsic forces • Pressured • Lowest on intrinsic motivations but recognise external pressures to consume fruit and vegetables.

  10. Behaviours

  11. Food Behaviours

  12. Food Beliefs

  13. Health Values

  14. Health Benefits from fruit and vegetables

  15. Trust in information sources for health

  16. Demographic variations

  17. Summary (1) • Extrinsic motivation still useful – on/off phenomenon • Two groups with some extrinsic motivation are most extreme on many issues • Results emphasise lifestyle approaches – ie consistent patterns

  18. Summary (2) • Variations in motives – requires different interventions • Reinforcement through education and information for “self motivated” and “supported” • Behaviour led change for “lukewarm” and “pressured”

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