Cassandra J Nikolaus1, Brenna Ellison2, Pamela A Heinrichs2, Sharon M Nickols-Richardson3, Karen M Chapman-Novakofski4. 1. PhD student, Department of Food Science and Human Nutrition, University of Illinois, Urbana, IL. 2. Assistant Professor, Graduate Alumna, Department of Agricultural and Consumer Economics, University of Illinois, Urbana, IL. 3. Professor, Department of Food Science and Human Nutrition, University of Illinois, Urbana, IL. 4. Professor, Department of Food Science and Human Nutrition, University of Illinois, Urbana, IL;, Email: brennae@illinois.edu.
Abstract
OBJECTIVES: To inform future initiatives to encourage vegetable intake, we explored how spice and herb (S/H) use with vegetables was related to consumer characteristics. METHODS: A questionnaire collected information on S/H liking and use frequency, whether S/Hs were used when cooking vegetables, and belief that consumers could use S/Hs when cooking vegetables. The questionnaire was distributed to members of an online panel of US consumers. RESULTS: Younger respondents (18-29 years) and respondents who identified as Asian/ Pacific Islander or other racial group used 19 of the 20 S/Hs more frequently than their older and white/Caucasian, African-American or Hispanic counterparts, respectively. S/H use when cooking vegetables at home was significantly higher for women. Self-efficacy was higher for women, 18-29 year-olds, and 30-49 year-olds, and lower for respondents who identified as white/Caucasian race and those with annual incomes below 50,000. CONCLUSIONS: Low-income, male, older ( 50 years), and white/ Caucasian respondents were identified as target audiences that may benefit the most from interventions encouraging S/H use with vegetables to increase consumption. It is critical to account for socio-demographic characteristics of the audience when designing interventions.
OBJECTIVES: To inform future initiatives to encourage vegetable intake, we explored how spice and herb (S/H) use with vegetables was related to consumer characteristics. METHODS: A questionnaire collected information on S/H liking and use frequency, whether S/Hs were used when cooking vegetables, and belief that consumers could use S/Hs when cooking vegetables. The questionnaire was distributed to members of an online panel of US consumers. RESULTS: Younger respondents (18-29 years) and respondents who identified as Asian/ Pacific Islander or other racial group used 19 of the 20 S/Hs more frequently than their older and white/Caucasian, African-American or Hispanic counterparts, respectively. S/H use when cooking vegetables at home was significantly higher for women. Self-efficacy was higher for women, 18-29 year-olds, and 30-49 year-olds, and lower for respondents who identified as white/Caucasian race and those with annual incomes below 50,000. CONCLUSIONS: Low-income, male, older ( 50 years), and white/ Caucasian respondents were identified as target audiences that may benefit the most from interventions encouraging S/H use with vegetables to increase consumption. It is critical to account for socio-demographic characteristics of the audience when designing interventions.