Mean daily vegetable consumption is below the recommended 7-10 servings in the diet of adult Canadians. This thesis aimed to investigate the moderating role of perceived barriers on the relationship between motivation and (greater) vegetable consumption. 606 people from the Ontario Food panel participated in the online study. The results identified a positive moderating effect of perceived barriers on the relationship between autonomous motivation and vegetable consumption (p < .05) and negative approaching significance moderating effect of perceived barriers on controlled motivation and vegetable intake (p = 0.056). Also four motivational profiles of consumers were identified and described in terms of vegetable consumption, food related behaviors, stages of change and socio-demographic characteristics. These results extend the Self-Determination Theory with perceived barriers component and can inform intervention program development for social marketers and policy makers.
| Identifer | oai:union.ndltd.org:LACETR/oai:collectionscanada.gc.ca:OGU.10214/7385 |
| Date | 21 August 2013 |
| Creators | Bogdanovich, Vera |
| Contributors | Yi, Sunghwan, Kanetkar, Vinay |
| Source Sets | Library and Archives Canada ETDs Repository / Centre d'archives des thèses électroniques de Bibliothèque et Archives Canada |
| Language | English |
| Detected Language | English |
| Type | Thesis |
| Rights | Attribution-NonCommercial-ShareAlike 2.5 Canada, http://creativecommons.org/licenses/by-nc-sa/2.5/ca/ |
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