Fresh Fruit and Vegetable Purchasing Behavior

Assessing Consumer Behavior Regarding the Purchasing of Fresh Produce in Low-income Population

Primary objective is to determine the impact of messages related to conventionally grown and organically grown produce on purchasing behaviors in low-income individuals.

Secondary objective is to assess knowledge and attitudes about conventionally and organically grown fruit and vegetable in low-income individuals.

Study Overview

• Status: Completed
• Conditions: Low-income Population

Detailed Description

This is a cross-sectional study that will evaluate consumer behavior related to the purchasing of fresh produce in the low-income population through a self-report survey questionnaire.

A sample size of 500 subjects is planned. A screening questionnaire will be provided to each subject to determine their eligibility to be in the study. The screening questionnaire consists of 6 questions related to household income level, grocery shopping frequency, employment field, and age. For subjects who are determined to be eligible, they will be asked to complete the study survey questionnaire.

The survey questionnaire consists of 53 questions to assess subject's beliefs and knowledge about organic and conventional fresh fruits and vegetables and how their beliefs and knowledge affect their purchasing behavior related to organic and conventional fresh produce. There are five major categories in the survey to assess different dimensions that influence subjects' purchasing decisions regarding fresh produce. The categories are issue awareness, purchasing behavior, message framing, credibility, and demographics. Issue awareness is used to assess the subjects' previous knowledge, beliefs and attitude towards organic and conventional fresh produce. Purchasing behavior is used to understand why subjects purchase organic or conventional fresh produce. Message framing is used to determine whether message framing has an impact on the self-reported likelihood to purchase organic or conventional fresh produce. Credibility is used to find which source subjects trust the most regarding fresh produce information. Lastly, demographic information will be obtained to analyze characteristic differences.

• Study Type: Observational
• Enrollment (Actual): 510

Contacts and Locations

Study Locations

• United States
  • Illinois
    • Chicago, Illinois, United States, 60616
      • Clinical Nutrition Research Center

Participation Criteria

Eligibility Criteria

• Ages Eligible for Study: 18 years and older (Adult, Older Adult)
• Accepts Healthy Volunteers: Yes
• Genders Eligible for Study: All

• Sampling Method: Probability Sample

Study Population

Low income equal or less than 250% above the poverty level.

Description

Inclusion Criteria:

• Low income equal or less than 250% above the poverty level.
• 18 years of age and older
• People who do some or most grocery shopping

Exclusion Criteria:

• Employment in any of the following fields: Print, Online/Broadcast Media, Market Research, Advertising, Health, Nutrition, Public Relations
• Rarely or never purchases groceries
• Does not meet low-income qualification criteria

Study Plan

How is the study designed?

Number of groups / cohorts

1

Cohorts and Interventions

Group / Cohort
Low income; Income level equal or less than 250% above the poverty level

What is the study measuring?

Primary Outcome Measures

Outcome Measure	Measure Description	Time Frame
Data collection on Change in likelihood on reported purchasing behavior, as measured by questionnaire, on conventional and organic fresh fruits and vegetables prior and after message testing	purchasing behavior, as measured by questionnaire, on conventional and organic fresh fruits and vegetables prior and after message testing	1 hr

Secondary Outcome Measures

Outcome Measure	Measure Description	Time Frame
Data collection on Effect of issue awareness, attitude, and knowledge related to conventional and organic fresh fruits and vegetables, as measured by questionnaire, on fresh produce purchasing behaviors prior message testing.	issue awareness, attitude, and knowledge related to conventional and organic fresh fruits and vegetables, as measured by questionnaire, on fresh produce purchasing behaviors prior message testing	1 hr

Collaborators and Investigators

• Sponsor: Clinical Nutrition Research Center, Illinois Institute of Technology

Study record dates

Study Major Dates

• Study Start (Actual): February 1, 2012
• Primary Completion (Actual): January 9, 2013
• Study Completion (Actual): January 9, 2013

Study Registration Dates

• First Submitted: May 3, 2013
• First Submitted That Met QC Criteria: May 10, 2013
• First Posted (Estimate): May 15, 2013

Study Record Updates

• Last Update Posted (Actual): July 27, 2021
• Last Update Submitted That Met QC Criteria: July 26, 2021
• Last Verified: July 1, 2021

More Information

Terms related to this study

• Keywords: Low income; Fruit and vegetables; Pesticide; Conventional produce; Organic produce; Purchasing behavior; Message framing
• Other Study ID Numbers: 2013-020

Plan for Individual participant data (IPD)

• Plan to Share Individual Participant Data (IPD)?: UNDECIDED