Psychological requirements for increased fruit and vegetable intake in young adults

Abstract

Purpose

What are the psychological requirements for increasing fruit and vegetable intake in young people? Psychological theory suggests behaviour modification is driven by ten experiential and behavioural “processes of change”. However, their role in food choice remains unclear. Some of these mechanisms may be nothing more than a proxy for self‐efficacy, a dominant factor in behaviour change. Thus, the aim of this study is to delineate the importance of processes of change (POCs) in fruit and vegetable intake, over and beyond self‐efficacy.

Design/methodology/approach

The study was based on a questionnaire survey assessing POCs and self‐efficacy in relation to change in fruit and vegetable intake. Participants were 150 university undergraduates.

Findings

MANOVA revealed significant differences in both experiential and behavioural processes across stages of behaviour change. These resources were more copious at advanced stages. Controlling for self‐efficacy via MANCOVA negated stage differences in consciousness raising. Overall, though, the contribution of experiential and behavioural processes in fruit and vegetable uptake transcended differentials in self‐efficacy. The unique or direct contribution of consciousness raising requires further investigation.

Research limitations/implications

The findings may not generalise to an older more ethnically diverse population.

Practical implications

Fruits and vegetables interventions may require a mixture of cognitive, self‐evaluative, and behavioural treatments, over and beyond self‐efficacy enhancements.

Originality/value

Although previous studies have demonstrated the importance of POCs in fruit and vegetable intake this study shows that, at least in young adults, these associations largely transcend self‐efficacy, a key driver in behaviour change.

Citation

Umeh, K. and Sharps, M. (2012), "Psychological requirements for increased fruit and vegetable intake in young adults", British Food Journal, Vol. 114 No. 9, pp. 1310-1324. https://doi.org/10.1108/00070701211258844