Factors Influencing Vegetable and Fruit Use: Implications for Promotion

Deterioration and disposal of fruit in the home: Consumer interviews and fruit quality assessments

“…Many participants were concerned about reducing the wastage of fruit (and hence money). The cost of fruit is often suggested as being a barrier to consumption,5, 23 and therefore, ensuring that fruit is not wasted seems important. For example, when asked why he chose kiwifruit over other fruit that needed to be consumed, one participant answered, ‘ It seemed a shame to waste them I suppose… ’ Another participant went further, saying of a bag of fruit, ‘ I mean there is no point in chucking them all away when it could be just that one that's bad.…”

Manipulating the symbolic meaning of meat to encourage greater acceptance of fruits and vegetables and less proclivity for red and white meat

“…For instance, health campaigns might persuade individuals to increase their consumption of fruits and vegetables if the promotional materials: (1) make salient the values that are currently symbolised by fruits and vegetables because these values (non-hierarchy and non-dominance) are increasingly supported in Western culture; (2) change the symbolic meaning of fruits and vegetables to encapsulate other values that are already supported by the public; and/or (3) make salient the values symbolised by red and white meat, which, as shown in the present study, can subsequently increase consumption of fruits and vegetables. Indeed, in focus group studies, participants have suggested that greater consumption of fruits and vegetables may be achieved with better marketing and positioning campaigns (Uetrecht et al, 1999).…”

Incorporating “Health” into Promotional Messages for Apples

“…Among these strategies, a number of authors have highlighted the need for promoting healthy eating more explicitly in commercial environments (e.g., Uetrecht, Greenberg, Dwyer, Sutherland, & Tobin, 1999;Hill, Caswell, Maskill, Jones, & Wyllie, 1998;Kristal, Goldenhar, Muldoon, & Morton, 1997). Promotional messages, which in addition to emphasising salient product attributes (e.g., taste), link health benefits with consumption may remind consumers of the positive diet-health relationship, raise their awareness and hopefully influence F&V consumption.…”