‘eat Five a Day’ Vs ‘eat One More’: Increased Fruit and Vegetable Consumption When Goals Are Provided, and When Goals Are More Achievable or Perceived to Be Easier

Abstract

Background Three studies investigated ‘achievable’ and ‘relevant’ elements of a fruit and vegetable (FV) consumption goal. Study 1 compared more/less achievable goals (Eat 1 more … vs Eat 5 …) and no goal on FV outcomes and potential mechanisms. Study 2 investigated more/less achievable and more/less relevant goals (for current benefit vs future benefit) on FV outcomes and potential mechanisms. Study 3 examined the goals of Study 2 in a real-world setting. Methods Studies 1 and 2 used independent-groups designs, involving 92 and 226 participants, respectively. FV outcomes were intentions to consume FV, immediate FV selection and subsequent FV consumption. Variables studied as possible mechanisms, included perceived ease of goal, individual motivations, effort applied, attitudes and self-efficacy. Study 3 used a mixed design involving 10 canteens and 21 4-week FV purchasing assessment periods. Results In Study 1, FV consumption was greater after both goals compared to no goal. No differences were found between goals, but FV consumption was positively associated with perceived ease of goal. In Study 2, FV selection and consumption were greater following the more achievable (Eat 1 more …) goals. Several additional variables were also associated with FV outcomes. In Study 3, FV purchasing was greater during goal display, with no differences between goals. No effects of goal relevance were found. Conclusions Our findings demonstrate increased FV consumption when goals are provided compared to no goal. When goals were compared, small benefit was also found for goals that were more achievable or perceived to be easy.