Main content

Self-Determination Motivation and Perceived Barriers in the Vegetable Eating Context

Show full item record

Title: Self-Determination Motivation and Perceived Barriers in the Vegetable Eating Context
Author: Bogdanovich, Vera
Department: Department of Marketing and Consumer Studies
Program: Marketing and Consumer Studies
Advisor: Yi, SunghwanKanetkar, Vinay
Abstract: Mean daily vegetable consumption is below the recommended 7-10 servings in the diet of adult Canadians. This thesis aimed to investigate the moderating role of perceived barriers on the relationship between motivation and (greater) vegetable consumption. 606 people from the Ontario Food panel participated in the online study. The results identified a positive moderating effect of perceived barriers on the relationship between autonomous motivation and vegetable consumption (p < .05) and negative approaching significance moderating effect of perceived barriers on controlled motivation and vegetable intake (p = 0.056). Also four motivational profiles of consumers were identified and described in terms of vegetable consumption, food related behaviors, stages of change and socio-demographic characteristics. These results extend the Self-Determination Theory with perceived barriers component and can inform intervention program development for social marketers and policy makers.
URI: http://hdl.handle.net/10214/7385
Date: 2013-08
Rights: Attribution-NonCommercial-ShareAlike 2.5 Canada


Files in this item

Files Size Format View Description
Bogdanovich_Vera_201308_Msc.pdf 1.599Mb PDF View/Open thesis

This item appears in the following Collection(s)

Show full item record

Attribution-NonCommercial-ShareAlike 2.5 Canada Except where otherwise noted, this item's license is described as Attribution-NonCommercial-ShareAlike 2.5 Canada