Healthy Eating in Low-Income Rural Louisiana Parishes: Formative Research for Future Social Marketing Campaigns

Fergus, Linda; Roberts, Richie; Holston, Denise

doi:10.3390/ijerph18094745

Cited by 9 publications

(11 citation statements)

References 46 publications

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“…The current study uses the theory of planned behaviour (TPB) to predict and understand factors influencing the intention to consume local rice. Previous studies have proved this theory to have the predictive power and ability to understand behaviour concerning consumption and food choice (Fergus et al, 2021 ).…”

Section: Literature Review Theoretical Foundation and Hypotheses Deve...mentioning

confidence: 99%

“…Intention, thus, refers to the motivational factors that influence behaviour; they represent people’s willingness to perform the behaviour (Ajzen, 1991 ; Echegaray & Valeria, 2017 ). This implies that the stronger the intention to perform a behaviour, the higher the likelihood of its performance (Fergus et al, 2021 ; Layeghiasl et al, 2020 ). The following hypothesis was developed to test this assertion.…”

Section: Literature Review Theoretical Foundation and Hypotheses Deve...mentioning

confidence: 99%

“…According to the TPB, there are three conceptually independent determinants of intention to perform a given behaviour (Ajzen, 1991 ; Fergus et al, 2021 ). The first is the individual’s attitude towards the behaviour, which reflects the degree to which a person has a favourable or unfavourable evaluation or appraisal of the behaviour.…”

Section: Literature Review Theoretical Foundation and Hypotheses Deve...mentioning

confidence: 99%

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Improving local rice consumption in Sub-Saharan Africa through social marketing: evidence from Ghana

Coffie

Tweneboah-Koduah

Ocloo

et al. 2023

Int Rev Public Nonprofit Mark

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The efforts and strategies of governments and other stakeholders to achieve self-rice sufficiency on the African continent have failed to achieve the intended results. Although scholars have primarily attributed this problem to poor attitudes and behaviour toward the consumption of locally produced rice, limited attention has been paid to behavioural change approaches. Thus, from the perspective of the theory of planned behaviour, the study sought to understand the factors that influence consumers’ intention to consume locally produced rice and to suggest solutions from a social marketing perspective to elicit voluntary changes in behaviour toward the consumption of local rice. Quantitative and qualitative data were collected from 375 to 40 participants, respectively. Qualitative data were analysed thematically, while quantitative data were analysed using partial least squares structural equation modelling. The results showed a strong positive and significant relationship between attitude, subjective norms, perceived behavioural control, and intention to consume locally produced rice. The results showed a weak significant negative relationship between intention and actual consumption of local rice, suggesting a high intention-behaviour gap. However, the qualitative results identified six critical factors that prevented people from consuming local rice though having the intention. These factors include cooking difficulty, suitability for few local dishes, lack of taste and aroma, foreign materials, poor packaging and standard specification, and unavailability. Thus, interventions addressing these barriers will significantly increase the consumption of local rice in Ghana. The study contributes to literature by using the mixed method approach and the theory of planned behaviour to predict factors that could improve local rice consumption in a developing country context. We also addressed how the 4Ps of social marketing could be used to address the identified barriers.

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Section: Literature Review Theoretical Foundation and Hypotheses Deve...mentioning

confidence: 99%

Section: Literature Review Theoretical Foundation and Hypotheses Deve...mentioning

confidence: 99%

Section: Literature Review Theoretical Foundation and Hypotheses Deve...mentioning

confidence: 99%

See 1 more Smart Citation

Improving local rice consumption in Sub-Saharan Africa through social marketing: evidence from Ghana

Coffie

Tweneboah-Koduah

Ocloo

et al. 2023

Int Rev Public Nonprofit Mark

View full text Add to dashboard Cite

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“…We also recommend extension professionals create a networking program that will allow seasoned and experienced Black rural leaders to mentor young professionals. This change could help create a Black rural leadership pipeline to support emerging leaders to address issues such as food insecurity, the lack of access to resources, and opportunities to better support marginalized populations (Alston et al, 2019(Alston et al, , 2020Fergus et al, 2021;Jackson & Roberts, 2021;Minus et al, 2021;Ramage et al, 2021). Sandmann and Vandeberg (1995) called for more experiential learning opportunities to enhance rural leadership development.…”

Section: Conclusion Discussion Implications and Recommendationsmentioning

confidence: 99%

Cultivating Black Leaders for Rural Communities: A Case Study of a Leadership Development Program at an 1890 Land-Grant Institution

Allen¹,

Roberts²,

Burnett³

et al. 2022

JAE

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Rural leadership development has been a field with a long, varied history. Despite this, Black rural leadership development programs have been almost non-existent. In response, this investigation explored the effectiveness of a cooperative extension program called Learning Everyday About Development (LEAD), designed and facilitated by an 1890 land-grant university to revitalize rural communities while supporting economic development in traditionally historically Black communities in Louisiana. Three themes emerged from our qualitative analysis: (1) sparking rural leadership, (2) challenges to new leadership approaches, and (3) rethinking rural renewal. As such, we found the participants reported that LEAD was effective overall. This effectiveness was demonstrated in the first theme, sparking rural leadership. For example, the participants discussed in detail the benefits of networking at LEAD, an immense appreciation of not being forgotten, and being made aware of resources. Although participants reported they experienced growth in their leadership style and career because of participation, the extent of the growth varied substantially. The participants also reported that they devoted more time in their offices to work on grants and programming. Moving forward, we recommend a robust longitudinal evaluation of LEAD. Perhaps data from this study could provide a basis to create a framework for other Black rural development initiatives and add meaningful insight into this phenomenon.

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“…Based on the findings of this investigation, future research should analyze the branding strategies of third-party labels and how they have affected the brand's efforts. Such a change could shift the focus to consumers' and producers' reactions regarding marketing efforts to determine the most effective communication for each brand (Fergus et al, 2021). For example, Vital Farms has developed innate, distinguishable packaging for their products and developed labels such as Certified Happy, Freedom to Forage Outdoors Year-Round, Ethical Eggs, Hens Loving Life Outdoors, and other non-regulated, value-added claims.…”

Section: Conclusion Discussion Implications and Recommendationsmentioning

confidence: 99%

A Historical Examination of Food Labeling Policies and Practices in the United States: Implications for Agricultural Communications

Powers¹,

Roberts²

2022

JAE

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Knowledge of agricultural practices has declined in recent years, resulting in consumers becoming uncertain of where and how their food has been produced and the marketing tactics used to promote the product. Historically, the U.S. population’s rich agricultural heritage coincided with higher levels of agricultural literacy. Some scholars, however, have maintained that U.S. culture has begun to lose touch with its agricultural foundations. More recent evidence has demonstrated that consumers acquire knowledge about their food from various media, most notably the Internet and social media. Often these sources use incorrect information and promote food and agricultural marketing trends that may not be grounded in scientific data. In response, this historical narrative analyzed a reform effort that occurred in U.S. food labeling policy and practice in the 1900s, which contributed to food labeling issues and consumer distrust in the agricultural industry. Based on the findings of this investigation, we concluded that food labels were initially intended to provide consumers with more profound knowledge of the food they purchased. However, key legislative acts such as the Fair Packaging and Labeling Act and the Nutrition Labeling and Education Act shifted the food labeling movement into a branding device to differentiate products and brands. We recommend that agricultural practitioners explore new ways to communicate their message more effectively. We also call for producers to incorporate more personal and emotional appeals when marketing agricultural products to better compete with third-party branding efforts.

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Healthy Eating in Low-Income Rural Louisiana Parishes: Formative Research for Future Social Marketing Campaigns

Cited by 9 publications

References 46 publications

Improving local rice consumption in Sub-Saharan Africa through social marketing: evidence from Ghana

Improving local rice consumption in Sub-Saharan Africa through social marketing: evidence from Ghana

Cultivating Black Leaders for Rural Communities: A Case Study of a Leadership Development Program at an 1890 Land-Grant Institution

A Historical Examination of Food Labeling Policies and Practices in the United States: Implications for Agricultural Communications

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