鼓励高肥胖率县农村居民在杂货店购买果蔬的营销策略。
Marketing Strategies to Encourage Rural Residents of High-Obesity Counties to Buy Fruits and Vegetables in Grocery Stores.
机构信息
Department of Dietetics and Human Nutrition, University of Kentucky, Lexington, Kentucky.
Department of Dietetics and Human Nutrition, University of Kentucky, 206G Funkhouser Bldg, Lexington, KY 40506. Email:
出版信息
Prev Chronic Dis. 2017 Oct 12;14:E94. doi: 10.5888/pcd14.170109.
INTRODUCTION
Obesity rates in Appalachia are among the highest in the United States, and knowledge of upstream approaches to decrease prevalence among this vulnerable population is limited. The primary aim of this study was to examine the association between healthy, diet-based, social marketing interventions in grocery stores and frequency of fruit and vegetable intake.
METHODS
A social marketing campaign was conducted among 17 grocery stores (N = 240 participant surveys) over 4 months in 5 rural Kentucky counties. Interventions included providing food samples, recipe cards, and promotional discounts on fruits and vegetables and moving high-calorie foods to side aisles.
RESULTS
Most survey participants reported that recipe cards influenced their desire to purchase ingredients as well as fruits and vegetables in general. Results indicated a significant association between the influence of recipe cards and frequency of fruit and vegetable consumption.
CONCLUSION
Small-scale interventions in grocery stores influenced purchasing choices among Appalachian residents. Working with various store managers and food venues in rural high-obesity communities is a promising way to encourage purchasing of fruits and vegetables.
简介
阿巴拉契亚地区的肥胖率位居美国之首，而对于减少这一弱势群体肥胖率的上游方法的了解有限。本研究的主要目的是检验杂货店中基于健康饮食的社会营销干预与水果和蔬菜摄入量之间的关联。
方法
在肯塔基州的 5 个农村县的 4 个月期间，在 17 家杂货店中开展了一项社会营销活动（共 240 名参与者的调查）。干预措施包括提供食物样本、食谱卡以及水果和蔬菜的促销折扣，并将高热量食品移到旁边的货架上。
结果
大多数调查参与者表示，食谱卡影响了他们购买食材和一般水果和蔬菜的愿望。结果表明，食谱卡的影响与水果和蔬菜的消费频率之间存在显著关联。
结论
杂货店的小规模干预措施影响了阿巴拉契亚地区居民的购买选择。与农村高肥胖社区的各种商店经理和食品场所合作是鼓励购买水果和蔬菜的一种有前途的方式。
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