Building a platform for change

identifying salient beliefs surrounding fruit and vegetable consumption

Stephanie M. Judd, Joshua D. Newton, Fiona J. Newton, Michael T. Ewing

Research output: Chapter in Book/Report/Conference proceedingConference PaperOther

Abstract

Numerous governmental and international organisations have developed nutritional guidelines outlining recommended daily intakes of fruit and vegetables (National Health and Medical Research Council 2013; World Health Organisation 2004). Australians, for example, are advised to consume 2 serves of fruit and 5 serves of vegetables each day (National Health and Medical Research Council 2013). Unfortunately, data suggests that few Australians actually meet these recommendations (Australian Bureau of Statistics 2009), placing them at a greater risk of developing cardiovascular disease (Dauchet et al. 2006; Lock et al. 2005) or receiving a diagnosis of cancer (Feskanich et al. 2000; Key 2010). Given the deleterious health outcomes associated with limited fruit and vegetable intake, considerable scholarly attention has been directed towards understanding the factors that curtail fruit and vegetable consumption in an effort to promote healthful behaviour change (Guillaumie et al. 2010; Kamphuis et al. 2006). One method that can assist in understanding these factors is to examine the beliefs associated with the consumption of adequate quantities of fruit and vegetables. From a theoretical perspective, this approach is consistent with Ajzen’s (1991) notion that beliefs ultimately underpin the enactment of behaviour. As such, understanding the beliefs associated with the consumption of fruit and vegetables may provide insights into the factors that could be targeted in social marketing campaigns aimed at improving fruit and vegetable consumption. The aim of this study was therefore to quantitatively ascertain the beliefs associated with meeting recommended intakes of fruit and vegetables.
Original languageEnglish
Title of host publicationMarketing Challenges in a Turbulent Business Environment
Subtitle of host publicationProceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress
EditorsMark D. Groza, Charles B. Ragland
Place of PublicationHeidelberg Germany
PublisherSpringer
Pages109-114
Number of pages6
ISBN (Electronic)9783319194288
ISBN (Print)9783319194271
DOIs
Publication statusPublished - 2016
EventAMS World Marketing Congress 2014 - Lima, Peru
Duration: 5 Aug 20148 Aug 2014

Conference

ConferenceAMS World Marketing Congress 2014
Abbreviated titleAMS WMC 2014
CountryPeru
CityLima
Period5/08/148/08/14

Keywords

  • Vegetable Consumption
  • Normative Belief
  • Control Belief
  • Social Marketer
  • Behavioural Belief

Cite this

Judd, S. M., Newton, J. D., Newton, F. J., & Ewing, M. T. (2016). Building a platform for change: identifying salient beliefs surrounding fruit and vegetable consumption. In M. D. Groza, & C. B. Ragland (Eds.), Marketing Challenges in a Turbulent Business Environment: Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress (pp. 109-114 ). Heidelberg Germany: Springer. https://doi.org/10.1007/978-3-319-19428-8_28
Judd, Stephanie M. ; Newton, Joshua D. ; Newton, Fiona J. ; Ewing, Michael T. / Building a platform for change : identifying salient beliefs surrounding fruit and vegetable consumption. Marketing Challenges in a Turbulent Business Environment: Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress. editor / Mark D. Groza ; Charles B. Ragland. Heidelberg Germany : Springer, 2016. pp. 109-114
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title = "Building a platform for change: identifying salient beliefs surrounding fruit and vegetable consumption",
abstract = "Numerous governmental and international organisations have developed nutritional guidelines outlining recommended daily intakes of fruit and vegetables (National Health and Medical Research Council 2013; World Health Organisation 2004). Australians, for example, are advised to consume 2 serves of fruit and 5 serves of vegetables each day (National Health and Medical Research Council 2013). Unfortunately, data suggests that few Australians actually meet these recommendations (Australian Bureau of Statistics 2009), placing them at a greater risk of developing cardiovascular disease (Dauchet et al. 2006; Lock et al. 2005) or receiving a diagnosis of cancer (Feskanich et al. 2000; Key 2010). Given the deleterious health outcomes associated with limited fruit and vegetable intake, considerable scholarly attention has been directed towards understanding the factors that curtail fruit and vegetable consumption in an effort to promote healthful behaviour change (Guillaumie et al. 2010; Kamphuis et al. 2006). One method that can assist in understanding these factors is to examine the beliefs associated with the consumption of adequate quantities of fruit and vegetables. From a theoretical perspective, this approach is consistent with Ajzen’s (1991) notion that beliefs ultimately underpin the enactment of behaviour. As such, understanding the beliefs associated with the consumption of fruit and vegetables may provide insights into the factors that could be targeted in social marketing campaigns aimed at improving fruit and vegetable consumption. The aim of this study was therefore to quantitatively ascertain the beliefs associated with meeting recommended intakes of fruit and vegetables.",
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Judd, SM, Newton, JD, Newton, FJ & Ewing, MT 2016, Building a platform for change: identifying salient beliefs surrounding fruit and vegetable consumption. in MD Groza & CB Ragland (eds), Marketing Challenges in a Turbulent Business Environment: Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress. Springer, Heidelberg Germany, pp. 109-114 , AMS World Marketing Congress 2014, Lima, Peru, 5/08/14. https://doi.org/10.1007/978-3-319-19428-8_28

Building a platform for change : identifying salient beliefs surrounding fruit and vegetable consumption. / Judd, Stephanie M.; Newton, Joshua D.; Newton, Fiona J.; Ewing, Michael T.

Marketing Challenges in a Turbulent Business Environment: Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress. ed. / Mark D. Groza; Charles B. Ragland. Heidelberg Germany : Springer, 2016. p. 109-114 .

Research output: Chapter in Book/Report/Conference proceedingConference PaperOther

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T1 - Building a platform for change

T2 - identifying salient beliefs surrounding fruit and vegetable consumption

AU - Judd, Stephanie M.

AU - Newton, Joshua D.

AU - Newton, Fiona J.

AU - Ewing, Michael T.

PY - 2016

Y1 - 2016

N2 - Numerous governmental and international organisations have developed nutritional guidelines outlining recommended daily intakes of fruit and vegetables (National Health and Medical Research Council 2013; World Health Organisation 2004). Australians, for example, are advised to consume 2 serves of fruit and 5 serves of vegetables each day (National Health and Medical Research Council 2013). Unfortunately, data suggests that few Australians actually meet these recommendations (Australian Bureau of Statistics 2009), placing them at a greater risk of developing cardiovascular disease (Dauchet et al. 2006; Lock et al. 2005) or receiving a diagnosis of cancer (Feskanich et al. 2000; Key 2010). Given the deleterious health outcomes associated with limited fruit and vegetable intake, considerable scholarly attention has been directed towards understanding the factors that curtail fruit and vegetable consumption in an effort to promote healthful behaviour change (Guillaumie et al. 2010; Kamphuis et al. 2006). One method that can assist in understanding these factors is to examine the beliefs associated with the consumption of adequate quantities of fruit and vegetables. From a theoretical perspective, this approach is consistent with Ajzen’s (1991) notion that beliefs ultimately underpin the enactment of behaviour. As such, understanding the beliefs associated with the consumption of fruit and vegetables may provide insights into the factors that could be targeted in social marketing campaigns aimed at improving fruit and vegetable consumption. The aim of this study was therefore to quantitatively ascertain the beliefs associated with meeting recommended intakes of fruit and vegetables.

AB - Numerous governmental and international organisations have developed nutritional guidelines outlining recommended daily intakes of fruit and vegetables (National Health and Medical Research Council 2013; World Health Organisation 2004). Australians, for example, are advised to consume 2 serves of fruit and 5 serves of vegetables each day (National Health and Medical Research Council 2013). Unfortunately, data suggests that few Australians actually meet these recommendations (Australian Bureau of Statistics 2009), placing them at a greater risk of developing cardiovascular disease (Dauchet et al. 2006; Lock et al. 2005) or receiving a diagnosis of cancer (Feskanich et al. 2000; Key 2010). Given the deleterious health outcomes associated with limited fruit and vegetable intake, considerable scholarly attention has been directed towards understanding the factors that curtail fruit and vegetable consumption in an effort to promote healthful behaviour change (Guillaumie et al. 2010; Kamphuis et al. 2006). One method that can assist in understanding these factors is to examine the beliefs associated with the consumption of adequate quantities of fruit and vegetables. From a theoretical perspective, this approach is consistent with Ajzen’s (1991) notion that beliefs ultimately underpin the enactment of behaviour. As such, understanding the beliefs associated with the consumption of fruit and vegetables may provide insights into the factors that could be targeted in social marketing campaigns aimed at improving fruit and vegetable consumption. The aim of this study was therefore to quantitatively ascertain the beliefs associated with meeting recommended intakes of fruit and vegetables.

KW - Vegetable Consumption

KW - Normative Belief

KW - Control Belief

KW - Social Marketer

KW - Behavioural Belief

U2 - 10.1007/978-3-319-19428-8_28

DO - 10.1007/978-3-319-19428-8_28

M3 - Conference Paper

SN - 9783319194271

SP - 109

EP - 114

BT - Marketing Challenges in a Turbulent Business Environment

A2 - Groza, Mark D.

A2 - Ragland, Charles B.

PB - Springer

CY - Heidelberg Germany

ER -

Judd SM, Newton JD, Newton FJ, Ewing MT. Building a platform for change: identifying salient beliefs surrounding fruit and vegetable consumption. In Groza MD, Ragland CB, editors, Marketing Challenges in a Turbulent Business Environment: Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress. Heidelberg Germany: Springer. 2016. p. 109-114 https://doi.org/10.1007/978-3-319-19428-8_28