Posted: 19 Jan 2006
Americans are being encouraged to consume a wider variety of vegetables. For example, the 5 A Day campaign has recently changed its message to emphasize variety. This study identifies factors influencing the variety of vegetables purchased by households. The results suggest that, if social marketing campaigns are to be revised to promote the consumption of a varied mix of vegetables, then traditional marketing campaigns may be a reasonable starting point. However, campaign designers may want to further focus on obstacles associated with household characteristics, such as children's tastes and working parents.
Suggested Citation: Suggested Citation
Stewart, Hayden and Harris, J. Michael, Obstacles to Overcome in Promoting Dietary Variety: The Case of Vegetables. Review of Agricultural Economics, Vol. 27, No. 1, pp. 21-36, Spring 2005. Available at SSRN: https://ssrn.com/abstract=876692 or http://dx.doi.org/10.1111/j.1467-9353.2004.00205.x