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Increasing vegetable consumption: a means-end chain approach

Kirchhoff, S. and Smyth, H. and Sanderson, J. and Sultanbawa, Y. and Gething, K. (2011) Increasing vegetable consumption: a means-end chain approach. British Food Journal, 113 (8). pp. 1031-1044.

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Article Link(s): http://dx.doi.org/10.1108/00070701111153779

Publisher URL: http://www.emeraldinsight.com


Purpose – The purpose of this study is to illustrate how means-end chain theory can inform communications that effectively convey the health messages of vegetable consumption to various publics.

Design/methodology/approach – Laddering interviews were conducted with 61 participants who consumed at least two serves of vegetables a day and were responsible in part or whole for shopping in their household. A means-end chain value map was then constructed using mecanalyst software.

Findings – Using means-end theory, an example communications strategy was developed from the dominant chain. The health and wellness features that respondents associated with vegetables were “freshness”, a “source of vitamins and minerals”, and “high nutritional value”. In the mind of the consumer, these features were linked to the benefit concept “maintain energy and vitality”, which in turn was connected to the consequence “maintain an active life”. The end-states or goals participants ultimately connected to the health and wellness features of vegetables were that of “enjoy life” and “achieve goals”.

Research limitations/implications – The research is limited in so far as subjects who consume less than two serves of vegetables are not recruited for this study.

Practical implications – It is suggested that social marketing initiatives designed to increase vegetable consumption may base messages on health-related values or end-states of being to resonate more effectively with consumers.

Social implications – High vegetable consumption is associated with a reduced risk of chronic disease. Effective strategies designed to increase vegetable consumption amongst populations may reduce the burden on health systems.

Originality/value – This study illustrates how consumers' cognitive processes can inform social marketing communications.

Item Type:Article
Corporate Creators:Department of Employment, Economic Development and Innovation (DEEDI), Agri-Science, Crop and Food Science, QAFFI
Business groups:Agri-Science, Crop and Food Science, QAFFI
Additional Information:© State of Queensland, Department of Employment, Economic Development and Innovation, 2011. Copyright protects this publication. Except for purposes permitted by the Copyright Act 1968, reproduction by whatever means is prohibited without prior written permission of the Department of Employment, Economic Development and Innovation. Enquiries should be directed to Commercialisation Unit SAFTRSCopyright@deedi.qld.gov.au or telephone the Business Information Centre on 13 25 23 (Queensland residents) or +61 7 3404 6999.
Keywords:Health foods; vegetables; consumption; health-related values.
Subjects:Plant culture > Food crops
Plant culture > Vegetables
Deposited On:18 Oct 2011 03:03
Last Modified:08 Jun 2015 15:58

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