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Journal of Research and Health، جلد ۱۴، شماره ۲، صفحات ۵-۵
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| عنوان فارسی |
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| چکیده فارسی مقاله |
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| کلیدواژه‌های فارسی مقاله |
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| عنوان انگلیسی |
Understanding the Factors Influencing Fruit and Vegetable Consumption Behaviour of Office Workers: Intervention Strategies Using Social Marketing Techniques based on Pender's Health Promotion Model |
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| چکیده انگلیسی مقاله |
Background: Due to low consumption of fruits and vegetables in adults, Most of them are employed in workplaces, this condition is a good opportunity for the implementation of the intervention to influence the behavior of this group provides. The purpose of this study was to determine the effects of social marketing techniques in an intervention on F&V intake among office staf.
Methods: This descriptive study was a formative research.This study was conducted on 70 administrative staff in a government office in Ghaemshahr, Mazandaran province, in two stages, formative research and developing intervention strategies according to social marketing techniques. Formative research consists of two distinct phases, qualitative and quantitative.The categories were extracted using the direct content analysis method by MAX QDA at the qualitative stage, and the questionnaire data were analyzed by SPSS-22 using descriptive statistics and stepwise multiple linear regression.
Results: In qualitative section, factors affecting on F&Vconsumption were extracted in five main categories, including: 1. Product 2. Place 3. Price 4. Promotion and 5. Organizational support. In quantitative stage, the mean age of participants was 42.14 ± 6.84, the lowest percentage of mean scores was related to the commitment to the action plan (29.16%) construct of Pender'sHPM.previous related behaviors, behavioral outcome, preferences and immediate demand predicted 43% of F&V consumption behavior. The mean intake of F&V per day was 1.57 ± 1.32 and 0.45 ± 0.75 units, respectively.
Conclusion: Although social marketing is a planning process, but by use of theory can lead to the development of effective and accurate marketing strategies by covering all aspects of a behaviour to take more effective action to improve it. |
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| کلیدواژه‌های انگلیسی مقاله |
Formative research, Fruit and vegetable, Pender’shealth promotion model, Social marketing, Staff |
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| نویسندگان مقاله |
| Freshteh Khatti – Dizabadi
Department of Public Health, School of Health, Mazandaran University of Medical Sciences, Sari, Iran.
| Jamshid Yazdani
Department of Biostatistics, Center Addiction Research Institutes, Mazandaran University of Medical Sciences, Sari, Iran.
| Shadi Fathizadeh
Department of Public Health, School of Health, Isfahan University of Medical Sciences, Isfahan, Iran.
| Firouzeh Mostafavi
Department of Health Education and Promotion, School of Health Isfahan University of Medical Sciences, Isfahan, Iran.
| Reza Amani
Department of Clinical Nutrition, School of Nutrition and Food Sciences, Food Security Research Center, Isfahan University of Medical Sciences,Isfahan, Iran.
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| نشانی اینترنتی |
http://jrh.gmu.ac.ir/browse.php?a_code=A-10-2214-1&slc_lang=en&sid=1 |
| فایل مقاله |
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| کد مقاله (doi) |
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| زبان مقاله منتشر شده |
en |
| موضوعات مقاله منتشر شده |
● Health Education |
| نوع مقاله منتشر شده |
مقاله اصیل پژوهشی |
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