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Increasing the consumption of vegetables amongst target groups - AN0909

This is a two part study which is designed to evaluate the most beneficial way of increasing vegetable consumption amongst consumer groups, where consumption is well below average. The research will focus briefly on a review of current work in this area, but the main thrust of the study will be looking at the practical ways of increasing consumption, firstly be focusing on ways to reduce inhibiting factors, and secondly by ways of increasing 'liking'. The study will consider all aspects of consumer behaviour relating to vegetables, including shopping, storage and most importantly cooking practices. At the end of the study it is hoped that success of the schemes can be evaluated and that ways of extending the study can be developed.
1. To assess which methods are most successful in attempting to increase vegetable consumption amongst specific groups of consumer. 2. To assess which groups of consumer would be most amenable to behaviour change. 3. To devise a strategy for improving acceptance of vegetables to the non-vegetable consumer. 4. To provide the necessary material for a Government campaign aimed at selling vegetable consumption to the consumer.
Time-Scale and Cost
From: 1994

To: 1995

Cost: £64,763
Contractor / Funded Organisations
Leatherhead Food International Ltd