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


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
Number of pages6
ISBN (Electronic)9783319194288
ISBN (Print)9783319194271
Publication statusPublished - 2016
EventAMS World Marketing Congress 2014 - Lima, Peru
Duration: 5 Aug 20148 Aug 2014

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


ConferenceAMS World Marketing Congress 2014
Abbreviated titleAMS WMC 2014


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

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