NotesFAQContact Us
Search Tips
Peer reviewed Peer reviewed
Direct linkDirect link
ERIC Number: EJ857549
Record Type: Journal
Publication Date: 2009
Pages: 20
Abstractor: As Provided
Reference Count: 62
ISSN: ISSN-1090-1981
Explaining Fruit and Vegetable Intake Using a Consumer Marketing Tool
Della, Lindsay J.; DeJoy, David M.; Lance, Charles E.
Health Education & Behavior, v36 n5 p895-914 2009
In response to calls to reinvent the 5 A Day fruit and vegetable campaign, this study assesses the utility of VALS[TM], a consumer-based audience segmentation tool that divides the U.S. population into groups leading similar lifestyles. The study examines whether the impact of theory of planned behavior (TPB) constructs varies across VALS groups in a cross-sectional sample of 1,588 U.S. adults. In a multigroup structural equation model, the VALS audience group variable moderated latent TPB relationships. Attitudes, subjective norms, and perceived behavioral control explained 57% to 70% of the variation in intention to eat fruit and vegetables across 5 different VALS groups. Perceived behavioral control and intention also predicted self-reported consumption behavior (R[superscript 2] = 20% to 71% across VALS groups). Bivariate "z" tests were calculated to determine statistical differences in parameter estimates across groups. Nine of the bivariate "z" tests were statistically significant (p less than or equal to 0.04), with standardized coefficients ranging from 0.05 to 0.70. These findings confirm the efficacy of using the TPB to explain variation in fruit and vegetable consumption as well as the validity of using a consumer-based algorithm to segment audiences for fruit and vegetable consumption messaging. (Contains 4 tables and 3 notes.)
SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A