Affective Associations Mediate the Influence of Cost-Benefit Beliefs on Fruit and Vegetable Consumption

Consumption of fruits and vegetables by US adults is significantly lower than recommended levels. Creating effective interventions to increase fruit/vegetable consumption requires understanding the decision-making processes involved in individuals' regulation of their dietary behavior. Most models of health decision making used to explain fruit/vegetable consumption and other behaviors focus on cognitive beliefs about the behavior. The behavioral affective associations model posits that affective associations, the feelings and emotions individuals associate with a behavioral choice, influence behavior and mediate the influence of cognitive beliefs on behavioral choices. The purpose of this study was to examine the utility of the behavioral affective associations model as a predictor of fruit and vegetable consumption. Community adults (N=446) reported perceived benefits and barriers to fruit and vegetable consumption, affective associations with fruit and vegetable consumption, and current fruit and vegetable intake. Affective associations predicted fruit and vegetable consumption; as affective associations became more positive, fruit and vegetable consumption increased; b = 0.25, t (444) = 5.58, p < .001. Moreover, affective associations mediated the influence of benefits and barriers on fruit and vegetable consumption; Sobel's zs > 3.36, ps < .001. This demonstrates the utility and generalizability of the behavioral affective associations model and suggests the need to incorporate affective factors in decision-making models and public health intervention and education strategies.