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
• self report behaviours• health expectations• motivations• social support • attitudes to fruit and
vegetables cooking and consumption
Fruit and Vegetable consumption
• Path modelling emphasises– Intrinsic motivations -
based on beliefs about health benefits
– Self efficacy – influenced by perceptions about fruit and vegetables
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
Cluster analysis on motivations
• Exploratory work with hierarchical methods
• K-means to classify four groups
Motivational segments
• self-motivated (35.4%)• supported (27.6%)• lukewarm (20.8%)• pressured (16.2%)
Motives (1)
• Self motivated – High on intrinsic
motivation – opposed to extrinsic forces
• Supported– High on intrinsic
motivation but also recognise extrinsic forces
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.
BehavioursSelf motivated
Supported Lukewarm Pressured
Fruit servings per day
2 to 3 2 to 3 2 1 to 2
% not eating 2 servings per day
22.6 23.4 42.3 48.3
Vegetable servings per day
3 to 4 3 2 to 3 2
% not eating 3 servings per day
16.8 17.6 33.0 38.4
Food BehavioursSelf motivated
Supported Lukewarm Pressured
Cook most
More variety in using fruit and vegetables
Most Vegetarians
More variety in using fruit and vegetables
Buy organics
Prefer meat
Fry moreMicrowave more
Prefer meat
More vitamin tablets
Trade physical activity for diet
Food BeliefsSelf motivated
Supported Lukewarm Pressured
Most favourable attitudes to fruit and vegetables
Least favourable attitudes to fruit and vegetables- cost; flexibility; availability; energy; time; taste, substance
Health ValuesSelf motivated
Supported Lukewarm Pressured
Believe in lifestyle / health links
Most concerned re health
Believe in lifestyle / health links
Not concerned- Less attention to guidelines
Most stressed
Health Benefits from fruit and
vegetablesSelf motivated
Supported Lukewarm
Pressured
Believe most in benefits
Believe least in benefits –Looks, weight, energy, control, live longer, constipation
Trust in information sources for health
Self motivated
Supported Lukewarm
Pressured
Most trusting
Least trusting
Trust in Cancer Society, Heart Foundation, Diabetes NZ
Less trust in Cancer Society, Heart Foundation etc
Demographic variations
Self motivated
Supported Lukewarm Pressured
35-65 55 + 20-45 16-40
married widowed singles singles
European Pacific Islanders
Lower incomes >40k Higher incomes <$50k
Females Males
All demographics show weak relationships!
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
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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