2. Promoting Fruit and Vegetable Consumption Rob Lawson and John Williams University of Otago

3. Background Pulp Fiction ACNielsen Report for Cancer Society: 2004 Backwards segmentation based on behaviour

4. Research Data National survey – 8291 respondents used for analysis self report behaviours health expectations motivations social support attitudes to fruit and vegetables cooking and consumption

5. Fruit and Vegetable consumption Path modelling emphasises –Intrinsic motivations - based on beliefs about health benefits –Self efficacy – influenced by perceptions about fruit and vegetables

6. Motivations and Consumption Intrinsic – doing things for their own sake – 5 items to measure in survey Extrinsic – pressure from others, or as a means to an end – 4 items in survey

7. Cluster analysis on motivations Exploratory work with hierarchical methods K-means to classify four groups

8. Motivational segments self-motivated (35.4%) supported (27.6%) lukewarm (20.8%) pressured (16.2%)

9. Motives (1) Self motivated –High on intrinsic motivation – opposed to extrinsic forces Supported –High on intrinsic motivation but also recognise extrinsic forces

10. Motives (2) Lukewarm –Low on intrinsic motivation – opposed to extrinsic forces Pressured –Lowest on intrinsic motivations but recognise external pressures to consume fruit and vegetables.

11. Behaviours Self motivatedSupportedLukewarmPressured Fruit servings per day 2 to 3 21 to 2 % not eating 2 servings per day 22.623.442.348.3 Vegetable servings per day 3 to 432 to 32 % not eating 3 servings per day 16.817.633.038.4

12. Food Behaviours Self motivated SupportedLukewarmPressured Cook most More variety in using fruit and vegetables Most Vegetarians More variety in using fruit and vegetables Buy organics Prefer meat Fry more Microwave more Prefer meat More vitamin tablets Trade physical activity for diet

13. Food Beliefs Self motivated SupportedLukewarmPressured Most favourable attitudes to fruit and vegetables Least favourable attitudes to fruit and vegetables - cost; flexibility; availability; energy; time; taste, substance

14. Health Values Self motivated SupportedLukewarmPressured Believe in lifestyle / health links Most concerned re health Believe in lifestyle / health links Not concerned - Less attention to guidelines Most stressed

15. Health Benefits from fruit and vegetables Self motivated SupportedLukewarmPressured Believe most in benefits Believe least in benefits – Looks, weight, energy, control, live longer, constipation

16. Trust in information sources for health Self motivated SupportedLukewarmPressured Most trusting Least trusting Trust in Cancer Society, Heart Foundation, Diabetes NZ Less trust in Cancer Society, Heart Foundation etc

17. Demographic variations Self motivated SupportedLukewarmPressured 35-6555 +20-4516-40 marriedwidowedsingles EuropeanPacific Islanders Lower incomes >40kHigher incomes <$50k FemalesMales All demographics show weak relationships!

18. Summary (1) Extrinsic motivation still useful – on/off phenomenon Two groups with some extrinsic motivation are most extreme on many issues Results emphasise lifestyle approaches – ie consistent patterns

19. Summary (2) Variations in motives – requires different interventions –Reinforcement through education and information for self motivated and supported –Behaviour led change for lukewarm and pressured