Factors related to consumer grocery and produce purchases in Northwest Ohio

Introduction: Access to a variety of healthy foods is an important component to health. A plant based diet with plenty of fruit and vegetables is recommended. NW Ohio has high rates of obesity and other diet related chronic diseases. The objective of this study is to investigate consumer attitudes and behaviors when shopping for groceries and produce. Results could be used to more effectively market healthy food. Methods: Subjects were randomly selected from a 6 county area in NW Ohio. Data were collected using a 22 question telephone survey that required approximately 20 minutes to complete. It was determined that 340 completed surveys would give a +/- 5% margin of error. RDD (random digit dialing) data sets were purchased for the target counties. Trained researchers used WinCATI software to dial numbers at random and subject responses were entered directly into the software.

Results: Responses will be used to increase understanding of factors that influence grocery and produce purchases. These factors include: where consumers shop, factors that influence where they shop, how much consumers spend, how far consumers travel for grocery shopping, most desirable characteristics of produce, perception of local and organic food, and use of low income nutrition programs. Discussion: Understanding attitudes and behaviors regarding grocery and produce purchases can be used to ensure healthy food is available in ways that are most acceptable to consumers. Consumer selection of healthy food can lead to healthier people.