基于社区的农贸市场营销活动，以鼓励在肥胖率较高的农村县购买水果和蔬菜，肯塔基州，2015-2016 年。
A Community-Based Marketing Campaign at Farmers Markets to Encourage Fruit and Vegetable Purchases in Rural Counties With High Rates of Obesity, Kentucky, 2015-2016.
机构信息
Department of Dietetics and Human Nutrition, University of Kentucky, Lexington, Kentucky.
University of Kentucky College of Public Health, Lexington, Kentucky.
出版信息
Prev Chronic Dis. 2017 Aug 31;14:E72. doi: 10.5888/pcd14.170010.
Abstract
Availability of farmers markets may increase fruit and vegetable consumption among rural residents of the United States. We conducted a community-based marketing campaign, Plate it Up Kentucky Proud (PIUKP), in 6 rural communities over 2 years to determine the association between exposure to the campaign and fruit and vegetable purchases, adjusted for Supplemental Nutrition Assistance Program recipient status. Logistic regression was used to examine the odds of the PIUKP campaign influencing purchases. Awareness of the PIUKP marketing campaign was significantly associated with a willingness to prepare fruits and vegetables at home. Using marketing strategies at farmers markets may be an effective way to improve fruit and vegetable purchases in rural communities.
摘要
农贸市场的供应可能会增加美国农村居民的水果和蔬菜消费。我们在 2 年内，针对 6 个农村社区，开展了一个以社区为基础的营销活动“在肯塔基自豪地装盘（PIUKP）”，以确定参与该活动与水果和蔬菜购买之间的关联，同时调整补充营养援助计划（Supplemental Nutrition Assistance Program）受助人身份的影响。使用逻辑回归检验了 PIUKP 营销活动对购买行为的影响。对 PIUKP 营销活动的认识与在家准备水果和蔬菜的意愿显著相关。在农贸市场使用营销策略可能是改善农村社区水果和蔬菜购买的有效方法。
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