This research examined consumers' perceptions of the benefits and barriers to reducing dietary fat, and their reactions to specific motivational messages and dietary change strategies. Eight focus groups were conducted: 4 for college students and 4 for community adults, organized by "action" or "preaction" stage of adopting a reduced-fat diet. Those in "action" reacted more favorably to reported benefits of a reduced-fat diet, were better able to distinguish high-fat from low-fat foods, and were more accepting of fat-reducing strategies than those in "preaction". Students and adults were similar in most respects, but weight control and the health and social benefits of a reduced-fat diet were less salient to the students. Students also identified somewhat different barriers to reducing their dietary fat. Simple ideas for reducing dietary fat were reviewed by the groups and additions were generated. The perceived usefulness of some of these strategies varied by stage and age group. The results indicate that consumers are still not very knowledgeable of what foods are high or low in fat, and reservations regarding the acceptability of low fat foods are common. Nor do consumers, even those who have adopted a reduced-fat diet, find the health and social benefits currently invoked to motivate dietary change to be particularly persuasive. Efforts to reduce dietary fat in the American diet will likely be enhanced by considering a target audience's stage and age group.
Learning Objectives: At the end of this session, the learner will be able to: (1) identify motivating factors and barriers to reducing dietary fat; (2) describe differences in adults' and students' perspectives; (3) describe critical differences in perspective of those in preaction vs action stages of adopting a reduced-fat diet.
Keywords: Nutrition, Public Health Education
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
Disclosure not received
Relationship: Not Received.