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

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dc.contributor.advisor Yi, Sunghwan
dc.contributor.advisor Kanetkar, Vinay
dc.contributor.author Bogdanovich, Vera
dc.date.accessioned 2013-08-21T13:41:24Z
dc.date.available 2013-08-21T13:41:24Z
dc.date.copyright 2013-08
dc.date.created 2013-08-16
dc.date.issued 2013-08-21
dc.identifier.uri http://hdl.handle.net/10214/7385
dc.description.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. en_US
dc.language.iso en en_US
dc.rights Attribution-NonCommercial-ShareAlike 2.5 Canada *
dc.rights.uri http://creativecommons.org/licenses/by-nc-sa/2.5/ca/ *
dc.subject vegetable consumption en_US
dc.subject Self-Determination Theory en_US
dc.subject autonomous motivation en_US
dc.subject controlled motivation en_US
dc.subject perceived barriers en_US
dc.subject structural equation modeling en_US
dc.subject segmentation en_US
dc.title Self-Determination Motivation and Perceived Barriers in the Vegetable Eating Context en_US
dc.type Thesis en_US
dc.degree.programme Marketing and Consumer Studies en_US
dc.degree.name Master of Science en_US
dc.degree.department Department of Marketing and Consumer Studies en_US


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