Abstract
Low income populations are less likely than the general population to achieve recommended intakes of fresh fruits and vegetables (F/V). Individual beliefs, attitudes, knowledge, availability and budget are among the major impacts on purchasing F/V. Organic (Org) F/V are touted as healthier and safer than conventionally (Conv) grown. The impact of this message along with associated ‘Org vs Conv’ messages on attitudes and purchasing behaviors of F/V in low income groups (LIG) is not well understood. Therefore, this study was to assess issue awareness, attitudes, and Org vs Conv messaging on self‐reported purchasing of F/V in men and women (>;18 y) meeting low income criteria less than 250% above the poverty level (PL, n=510): 66% were less than 150% above PL. In this cross‐sectional survey conducted in Chicago, IL, the major factors influencing F/V purchasing behaviors were cost, nutrition, and food safety concerns. Sixty one percent indicated the media encourages consumers to buy Org F/V. Change in likelihood to purchase Conv F/V decreased after message testing (78% to 71%, p<0.05) whereas likelihood to purchase Org F/V increased (66% to 74%, p<0.05). The results indicated that messaging about Conv and Org F/V can influence likelihood of F/V purchases. These data provide new insight into understanding how predisposition and messaging could potentially impact F/V consumption in LIG.Supported by various donor funds
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