Kristal A R, Goldenhar L, Muldoon J, Morton R F
Fred Hutchinson Cancer Research Center, Seattle, Washington 98104, USA.
Am J Health Promot. 1997 Jul-Aug;11(6):422-5. doi: 10.4278/0890-1171-11.6.422.
The purpose of this study was to evaluate whether a supermarket point-of-purchase intervention could increase shoppers' consumption of fruits and vegetables.
Eight supermarkets in rural Iowa were randomized to receive either an 8-month intervention or no intervention. The intervention consisted of: (1) one-page supermarket flyers that identified fruits and vegetables on sale, gave receipts and menu ideas for using sale foods, and gave a store coupon worth 50 cents toward the purchase of any fruit or vegetable; (2) store signage to identify fruits and vegetables featured on the flyer; and (3) consciousness raising activities such as food demonstrations and nutrition related signage. Evaluation was based on exit interviews and take-home surveys, completed by random samples of 120 shoppers from each store at baseline and approximately 1-year post randomization.
At follow-up, 42.9% of intervention store shoppers and 6.5% of control shoppers recalled seeing the intervention flyer. Thirty-six percent of intervention shoppers had used a 50-cent coupon and 18% had used a recipe. Approximately 70% of all shoppers had purchased fruits or vegetables on the day they were interviewed, which did not differ between intervention and control stores. Compared to change in control shoppers, there was a borderline statistically significant 8.4 percentage point increase (p < .07) in the percentage of intervention store shoppers in the action or maintenance stages of dietary change, but there was no corresponding increase in fruit or vegetable consumption.
Studies to test point-of-purchase interventions are difficult to design, implement, and evaluate. More powerful interventions are probably necessary to induce shoppers to purchase and consume more fruits and vegetables.
本研究旨在评估超市购买点干预措施是否能增加购物者对水果和蔬菜的消费量。
爱荷华州农村地区的八家超市被随机分为两组，一组接受为期8个月的干预，另一组不接受干预。干预措施包括：（1）一页式超市传单，标明特价水果和蔬菜，提供使用特价食品的收据和菜单创意，并提供一张价值50美分的商店优惠券，可用于购买任何水果或蔬菜；（2）商店标识，以标明传单上的特色水果和蔬菜；（3）提高意识活动，如食品演示和与营养相关的标识。评估基于出口访谈和带回家的调查问卷，由每个商店在基线时随机抽取的120名购物者以及随机分组后约1年时完成。
在随访时，42.9%的干预商店购物者和6.5%的对照购物者回忆起看到过干预传单。36%的干预购物者使用过50美分的优惠券，18%的人使用过食谱。在接受访谈当天，约70%的所有购物者都购买了水果或蔬菜，干预商店和对照商店之间没有差异。与对照购物者的变化相比，干预商店购物者在饮食变化的行动或维持阶段的比例有一个临界统计学显著的8.4个百分点的增加（p < 0.07），但水果或蔬菜的消费量没有相应增加。
测试购买点干预措施的研究难以设计、实施和评估。可能需要更有力的干预措施来促使购物者购买和消费更多的水果和蔬菜。
