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A Mixed-Methods Approach to Targeting College Students' Dairy Behaviors

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Abstract:

Objectives: To assess dairy consumption among students and uncover female students' self-efficacy, perceived benefits and barriers of not consuming dairy, and cues that prompt behavior change. Methods: A survey (N = 6499) identified the approximate dairy servings consumed on a daily basis and 28 participants shared their perceptions of dairy foods in 3 focus groups. Results: Students do not consume enough calcium in their daily diets and do not have knowledge about serving size or the importance of dairy consumption. Conclusions: Students preferred health campaigns specific to the student population. Messages that focus on overall health and substitution of unhealthy behaviors with healthier behaviors may encourage behavior change.

Keywords: DAIRY; FOCUS GROUPS; HEALTH BELIEF MODEL; HEALTH CAMPAIGN; MIXED-METHODS; SOCIAL MARKETING

Document Type: Research Article

DOI: http://dx.doi.org/10.5993/AJHB.37.5.14

Affiliations: 1: Dietitian, Purdue University Student Health Center, West Lafayette, IN 2: General Wellness Coordinator, Purdue University Student Health Center, West Lafayette, IN

Publication date: September 1, 2013

More about this publication?
  • 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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