Use and Perspectives of a Social Marketing Campaign to Improve Fruit and Vegetable Intake

Abstract

USE AND PERSPECTIVES OF A SOCIAL MARKETING CAMPAIGN TO IMPROVE FRUIT AND VEGETABLE INTAKE By: Allison A. Palmberg, M.S. A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy at Virginia Commonwealth University Virginia Commonwealth University, 2015 Major Director: Suzanne E. Mazzeo, Ph.D. Professor of Psychology Department of Psychology The current study evaluated the development and acceptability of a social marketing campaign to improve emerging adults’ fruit and vegetable (FV) intake. A social marketing campaign was developed through focus groups with 24 college students. Materials were implemented in two dining locations at Virginia Commonwealth University. Sales of carrots, apples, and chips were collected in three phases: baseline, implementation of the campaign, and washout. In addition, surveys were collected from 303 diners across all phases and locations. Results indicated an increase in carrot sales, decrease in sales of chips sold with a meal, and mixed findings regarding sales of apples and chips sold alone. Intercept surveys indicated the marketing materials were perceived positively, and clearly understood. Statistical analysis of self-report measures revealed that perceptions of one’s health status and autonomy were associated with fruit and vegetable (FV) intake and overall nutrition knowledge. The implementation of a social marketing campaign to encourage FV intake appeared to influence sales of both healthy and non-healthy food items. It is vital for future campaigns and policies to highlight autonomy for health behavior decision-making. Use and Perspectives of a Social Marketing Campaign to Improve Fruit and Vegetable Intake The importance of a proper diet for improved health and decreased disease risk is well known. However, many North Americans report numerous barriers to the consumption of a balanced diet including taste preference, convenience, expense of healthy foods, time for preparation, and confusion about optimal nutrition choices (Glanz, Basil, Maibach, Goldberg, & Snyder, 1998). Despite the abundance of weight-loss programs and diet interventions designed to improve individuals’ nutritional intake (especially fruit and vegetable consumption), most Americans do not meet the recommended dietary guidelines (Ammerman, Lindquist, Lohr, & Hersey, 2002; Krebs-Smith, Guenther, Subar, Kirkpatrick, & Dodd, 2010). In recent years, health researchers have advocated a public policy approach to dietary change, suggesting that manipulating the environment with efforts such as social marketing might make it easier for individuals to resist unhealthy foods and improve their nutritional habits (Lee & Kotler, 2011; Thompson et al., 2003). Dietary Intake Proper nutrition plays an important role in decreasing many chronic health risks (WHO Diet, 2013). A healthy diet involves consuming sufficient amounts of essential nutrients and water. Essential nutrients are obtained from many different foods, necessitating a balance of fats, proteins, and carbohydrates (WHO Diet). Individuals must also consume enough calories to support energy, and adequate micronutrients to meet the needs of the human body, without causing toxicity or excessive weight gain (WHO Diet). The United States Department of Agriculture (USDA) and Department of Health and Human Services (DHHS) issue Dietary Guidelines for American citizens every five years