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Factors Influencing Vegetable and Fruit Use: Implications for Promotion

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Objective: To examine factors that influence vegetable and fruit consumption and ideas for promoting their consumption. Methods: Nine focus-group interviews were conducted with 78 parents and analyzed for common themes. Results: The following themes were identified: price and season, food selection and preparation skills, convenience/time, family influences, experimentation, taste and sensory factors, perishability, vitamins and health effects, and origin. Suggested promotional strategies were media and marketing, food skill development and convenient recipes, introduction to the taste of different vegetables and fruit, and education. Conclusion: Many of the factors can be changed through public health programming and retail promotion.

Document Type: Research Article


Affiliations: 1: Toronto Public Health, Toronto, ON, Canada. 2: Toronto-Sunnybrook Regional Cancer Centre, North York, ON, Canada. 3: Sutherland Associates, Stittsville, ON, Canada. 4: Department of Public Health Sciences, Faculty of Medicine, University of Toronto, Toronto, ON, Canada.

Publication date: May 1, 1999

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  • The American Journal of Health Behavior seeks to improve the quality of life through multidisciplinary health efforts in fostering a better understanding of the multidimensional nature of both individuals and social systems as they relate to health behaviors.

    The Journal aims to provide a comprehensive understanding of the impact of personal attributes, personality characteristics, behavior patterns, social structure, and processes on health maintenance, health restoration, and health improvement; to disseminate knowledge of holistic, multidisciplinary approaches to designing and implementing effective health programs; and to showcase health behavior analysis skills that have been proven to affect health improvement and recovery.

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