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Healthy Eating and Consumers’ Food Related Beliefs Paul Naughton, AFRC & UCC Dr. Sinead McCarthy, AFRC Dr. Mary McCarthy, UCC Outline of the presentation Introduction to the study Social cognition approach to understanding human behaviour Social Cognitive Models (SCMs) Motivational Models Behavioural Enaction Models Proposed Health Behaviour Model Conclusion and future research Introduction Purpose: To investigate the determinants of healthy eating behaviours among Irish people Definition of Healthy Eating: Balanced diet The role of healthy eating in health outcomes + Foods high in fibre such as wholemeal products, vegetables and fruits - Foods high in saturated fats and refined grains Unhealthy diets are associated with cardiovascular disease, hypertension, type two diabetes, strokes, certain cancers and even a range of mental conditions (COM, 2007). Obesity is a global epidemic (WHO, 1998) Excess calorie consumption and/or inadequate physical activity are the main sources of overweight and obesity for the majority of people (IMO, 2006) Definition of Health behaviours: Any action undertaken by an individual for the purpose of detecting and preventing disease or for improving or maintaining good health and well-being (Conner and Norman, 2005). Diet is a self-directed health behaviour Social cognition approach to health behaviour Social cognition is concerned with how individuals make sense of social situations. This approach focuses on individual cognitions or thoughts as processes which intervene between observable stimuli and responses in real world situations (Fiske and Taylor, 1991). Predicting health behaviours and the importance of social cognitive factors Research suggests that there are a variety of factors that account for individual differences in propensity to undertake health behaviours. Intrinsic factors pertaining to the individual (e.g. socio-demographic variables, cognitions) Extrinsic factors related to the environment (e.g. government regulations). Social cognitive factors are considered to be the most important proximal determinants of health behaviours (Conner and Norman, 2005) Social Cognitive Models (SCMs) Several models of health behaviour have been designed in an attempt to identify and describe the social cognitive factors that are related to the performance of health behaviours. Social cognition models are based on the assumption that an individuals behaviour is best understood in terms of his or her perceptions of the social environment. Armitage and Conner (2000) distinguish three types of SCMs: 1. 2. 3. Motivational models Behavioural enaction models Multi-stage models Motivational models Motivational Health Belief Model (HBM) Perceived Susceptibility Maladaptive response Perceived Severity Vulnerability Action Adaptive response Perceived benefits Response efficacy Cues to action Coping Appraisal Social Pressure Severity Protection motivation Health Motivation Psychological Characteristics Intrinsic & extrinsic rewards Threat Appraisal Demographic Variables models focus on the factors Protection that underlie individuals’ decisions to Motivation Theory (PMT) perform or not perform health enhancing behaviours. Response costs Self-efficacy Internal Physical symptom Perceived barriers External Norman et al. (2005) Media Personality Abraham and Sheeran (2005) Theory of Planned Behaviour (TPB) Behavioural beliefs Social Cognitive Theory (SCT) Outcome expectations Attitude Physical Social Self-evaluative Normative beliefs Control beliefs Ajzen (2009) Subjective norm Intention Behaviour Self-efficacy Goals Scio-structural factors Perceived behavioural control Facilitators Impediments Bandura, 2000 Bandura (2000) Behaviour Behaviour Motivational models (continued) Research concerned with developing models which explain the role of cognitive variables in the motivational phase is dominant Motivational models are rooted in expectancy-value theory The implication is that all four may be combined Major theorists model of behaviour (1991) The TPB has been identified as the most impressive of the motivational models vis-à-vis the amount of variance in intention and behaviour explained. The constructs in the HBM, PMT and SCT are poorly defined The major criticism of motivational models is the intention-behaviour gap Behavioural enaction models Behavioural enaction models are principally concerned with improving intention-behaviour relations Gollwitzer (1993) elaborated on the intention construct making a distinction between goal intentions and implementation intentions. Focus is on action control strategies in order to ensure that motivation is translated into behaviour. Implementation intentions commit the individual to a specific course of action when certain environmental conditions are met. Bagozzi (1992) proposed that desires provide the motivational impetus for intentions. The belief constructs established in motivational models work through desires to influence (energise) intentions. Perugini and Bagozzi (2001) developed the Model of Goal directed Behaviour (MGB) Proposed Health Behaviour Model Modifying Factors Health Motivation Perceived susceptibility Demographic variables Threat Appraisal Implementation Intention Perceived severity Past experience/family problems Self-identity Advantages/ disadvantages Cooking skills Normative beliefs Knowledge Attitudes Moral norm Environmental influences Anticipated Emotions Perceived barriers TPB Behavioural Intention Subjective norm Personality Personal Goals Desires Habit Self-efficacy HBM PMT SCT MGB Major theorists model of behaviour Gollwitzer New Constructs Behaviour Conclusion and future research According to Armitage and Conner (2000), through the extensive research using motivational models we have developed a clear idea of the social cognitive determinants of intentions. It is now imperative to take a closer look at the theories which outline how those intentions may be put into effect. Proposed Research A general model of health behaviour should be able to encapsulate both intention formation and behavioural enaction. Semi-structured interviews Self-completion Questionnaires Significance and Industry Impact of Study This study will contribute to an improved understanding of peoples food related health beliefs, attitudes and motivations and this should enable food companies to optimise their business strategies to meet the needs and wants of health conscious consumers It will provide evidence based policy recommendations to government agencies seeking to change consumer behaviour. Thank you for your attention