Which benefit should we emphasize? Health or energy? An analysis of perceived advantages of eating fruit and vegetables

INTRODUCTION: This presentation illustrates how theory-based research can identify perceptions to address in messages to promote healthy eating.  

METHODS: Semi-structured interviews were conducted with students (n=221) from three middle schools and adults (n=182) from four Indiana worksites. To elicit top-of-the-mind advantages, participants were asked what good things would happen if you eat at least two cups of green vegetables each week (n=137); at least two cups of orange vegetables each week (n=126); or at least one cup of fruit every week day (n=140). Content analysis created categories (Κ=.956). Participants were divided into high and low based on amount consumed in one-week recall. Chi-square analyses compared high and low consumers on percent mentioning each advantage.

RESULTS: The advantages most frequently mentioned were: will make me healthier (46%); will provide me with vitamins and nutrients (32%); will give me energy (23%); will help me eat more healthy food  (20%); and will help control my  weight (15%). For one of these categories (will give me energy), the percent mentioning the advantage was higher for high consumers (27%) than for low consumers (17%). Will give me energy included will wake me up, help me think better, and be more productive.

DISCUSSION: These results suggest that both high and low consumers already believe that eating fruits and vegetables will make them healthier. However, they also suggest that showing those who consume lower amounts of fruits and vegetables how eating them might lead to increased energy and alertness might help convince them to eat more.