Psychographic Profiling of Fruit and Vegetable Consumption: The Role of Health Orientation

Abstract

Based on the empirical evidence that documents the link between fruit and vegetable consumption and a plethora of health outcomes, multiple campaign initiatives have been launched in the past decade seeking to drive the consumption of fruits and vegetables in the U.S. population. A review of the existing literature suggests that most campaign initiatives have taken an episodic approach to the task of increasing fruit and vegetable consumption. This article offers an alternative framework by highlighting the importance of a psychographic approach that emphasizes the treatment of the whole individual. In this case, health orientation is defined and located as the underlying variable that drives a multitude of health-related behaviors including fruit and vegetable consumption. The study results support the notion that an underlying sense of health orientation drives health behaviors such as fruit and vegetable consumption. Specific recommendations are made for campaign initiatives that take a comprehensive and long-term approach to health behavior change.