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A social marketing approach to improving the nutrition of low-income women and children: an initial focus group study

  • Sarah E Hampson (a1) (a2), Julia Martin (a1), Jenel Jorgensen (a1) and Mary Barker (a3)
  • DOI: http://dx.doi.org/10.1017/S1368980009004868
  • Published online: 01 September 2009
Abstract
AbstractObjective

To identify approaches for interventions to improve the nutrition of low-income women and children.

Design

Seven focus groups were conducted with low-income women caring for young children in their households. They discussed shopping, eating at home, eating out and healthy eating. The discussions were recorded and subjected to qualitative thematic analysis.

Setting

A semi-rural community in Oregon, USA.

Subjects

There were seventy-four women (74 % White), most of whom were 18–29 years old.

Results

Four broad themes were identified, i.e. cost-consciousness, convenience, social influences and health issues.

Conclusions

The target population would benefit from improved understanding of what constitutes a balanced diet, with a greater emphasis on a more central role for fruit and vegetables. To persuade this population to change their eating habits, it will be necessary to convince them that healthful food can be low-cost, convenient and palatable for children. Comparing findings from the present study with a similar one in the UK suggests that the US women faced many of the same barriers to healthy eating but displayed less helplessness.

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*Corresponding author: Email sarah@ori.org
Linked references
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This list contains references from the content that can be linked to their source. For a full set of references and notes please see the PDF or HTML where available.

1.DJP Barker , C Osmond , TJ Forsén , E Kajantie & JG Eriksson (2005) Trajectories of growth among children who have coronary events as adults. New Engl J Med 353, 18021809.

3.PD Gluckman , MA Hanson , C Cooper & K Thornburg (2008) Effect of in utero and early-life conditions on adult health and disease. New Engl J Med 359, 6173.

5.L Young , J Anderson , L Beckstrom , L Bellows & SL Johnson (2004) Using social marketing principles to guide the development of a nutrition education initiative for preschool-aged children. J Nutr Educ Behav 36, 250257.

7.R Lefebvre & J Flora (1988) Social marketing and public health intervention. Health Educ Q 15, 299315.

12.G Turrell , B Hewitt , C Patterson & B Oldenburg (2004) A multilevel analysis of socioeconomic (small areas) differences in household food purchasing behavior. J Epidemiol Community Health 58, 208215.

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Public Health Nutrition
  • ISSN: 1368-9800
  • EISSN: 1475-2727
  • URL: /core/journals/public-health-nutrition
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