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Motivating Fruit and Vegetable Consumption using Self-identity

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Title: Motivating Fruit and Vegetable Consumption using Self-identity
Author: JENKINS, Amy
Department: Department of Food Science
Program: Food Science
Advisor: Duizer, Lisa
Abstract: Background: Fruit and vegetable (F&V) consumption has numerous health benefits. Studies have employed the Theory of Planned Behaviour (TPB) to increase F&V intake, but with only moderate success. The self-as-doer self-identity (SDSI) has individuals turn their goals into identities. When added to the TPB, SDSI may increase the effectiveness of the TPB. Methods: 47 participants were recruited and randomly assigned to control or intervention arm. To create the SDSI on the intervention arm, F&V consumption goals were turned into identities. All participants recorded food intake and degree to which they related with their SDSI over six weeks. Results: Change in F&V consumption of the control and intervention group from baseline at week 6 was 0.57±0.39 (NS) and 2.52±0.39 (p<0.0001) servings respectively. Conclusions: Completion of the SDSI building exercise increased F&V intake. The role of SDSI in the TPB was partially supported by identity predicting intention but not behaviour
Date: 2015-09
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