A social marketing approach to improving the nutrition of low-income women and children: an initial focus group study
Hampson, S.E.; Martin, J.; Jorgensen, J.; Barker, M.
Public Health Nutrition 12(9): 1563-1568
2009
ISSN/ISBN: 1475-2727 PMID: 19216811 DOI: 10.1017/s1368980009004868Document Number: 237159
To identify approaches for interventions to improve the nutrition of low-income women and children. 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. A semi-rural community in Oregon, USA. There were seventy-four women (74% White), most of whom were 18-29 years old. Four broad themes were identified, i.e. cost-consciousness, convenience, social influences and health issues. 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.