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Explaining Fruit and Vegetable Intake Using a Consumer Marketing Tool

Department of Communication, University of Louisville, LJDell01{at}louisville.edu

David M. DeJoy, PhD

Department of Health Promotion and Behavior, University of Georgia

Charles E. Lance, PhD

Department of Psychology, University of Georgia

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 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 .04), with standardized coefficients ranging from .05 to .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.

Key Words: fruit and vegetable • theory of planned behavior • audience segmentation

This version was published on October 1, 2009

Health Education & Behavior, Vol. 36, No. 5, 895-914 (2009)
DOI: 10.1177/1090198108322820


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