Food purchasing behavior: choice, change, challenge

This study was designed to influence consumer habits, specifically those relating to purchases of fruits, vegetables, and junk food. Previous studies have clearly shown the ineffectiveness of simply describing the health benefits of eating more fruits and vegetables (F/V). In contrast, this study aimed to change the result by changing the message: providing participants with insight into the hidden agendas of food companies and grocery stores, provide useful tips on how to include children when selecting F/V, and emphasizing the importance of parental modeling in regard to food purchases. Participants of this study were separated into two groups, the tour group and the education group. The tour group was guided through a grocery store where they learned about sales tactics and manipulations used by grocery stores and food companies to influence purchases. Education group participants were provided with an education session focusing on USDA and FDA handouts displaying current educational suggestions for increasing F/V consumption. Grocery store receipts were collected and analyzed to track the progress of both groups. The goal of the study was to identify a method of informing consumers that will produce a significant change in behavior. Increasing F/V consumption, even in relatively small amounts, would be an important step forward in improving the diet and overall health of Americans. This study was the first of its kind to measure purchasing patterns objectively (through analysis of purchase receipts, rather than personal opinion/evaluation surveys) and in a wide-scope retail environment that includes all grocery store purchases by participants. Significant increases or decreases in the amount of money spent on F/V, or the amount (pounds) of F/V purchased were not seen, however a small correlation (r = 0.133) exists when comparing the weight of F/V purchased pre/post intervention. Data from Food Frequency Questionnaires shows participants consuming significantly higher amounts of F/V post intervention (p=0.043). The tour group and education group experienced an average increase of 0.7 servings per day. Future interventions might benefit by extending their scope to include cooking demonstrations, in-home interventions, and education on healthy eating outside of the home.