FINAL PHD THESIS.pdf (8.25 MB)
Download fileMaking Vegetables Desirable: Improving the Eating Habits of Wales’ Younger Generation
Existing literature exposes poor eating habits
and low vegetable consumption as rife amongst adolescents. Increased autonomy in
relation to decision-making around food often follows the onset of secondary
school education. Studies have shown that adolescents are vulnerable to peer pressure
because they want to fit in with their peers. The aim of this research was to
develop a detailed insight into young adolescents’ (aged 11- to 13-years-old)
behaviour concerning vegetables through exploratory research. The findings will inform
the vegetable marketing of the company partner, Puffin Produce (who currently package Welsh fresh produce for
supermarkets across Wales). A triangulated research methodology incorporated
quantitative and qualitative data collection predominantly from schools in
South Wales. Phase One involved collecting data from school canteen purchases
(n=3 secondary schools), qualitative school catering manager interviews (n=6),
catering staff focus groups (n=14) and parent focus groups (n=5). Phase Two included
school canteen observations (n=3 secondary schools) and adolescent focus groups
(n=42). A design period preceded the participatory design research with
adolescents (n=41) and final parent focus groups (n=16) (Phase Three). Abductive
thematic analysis resulted in numerous themes, the three most pertinent being
convenience, taste preferences and parenting. This study fills three identified ‘gaps’ in the
literature: the novel use of catering staff
participants, the geographical research area of South Wales and the
incorporation of adolescents in the participatory design research. The
original contributions to knowledge includes an understanding into the factors
influencing Welsh adolescents’ (aged 11- to 13-years-old) attitudes towards
vegetables in addition to their food consumption routines and behaviours.
Moreover, these insights are of commercial interest and could potentially
inform the marketing communications of food companies seeking to target this
market and improve healthful eating. The NPD process resulted in a
vegetable-based snacking concept that is innovative yet feasible, suitable for Puffin Produce to develop further.
Funding
KESS2
History
Year
2020School
School of Art and DesignUsage metrics
Categories
Keywords
vegetablesteenagersadolescentsvegetable consumptionhealthy eatingsecondary schoolsparticipatory design researchfocus groupsobservationsinterviewstriangulationmethodologytriangulateddesigndesign solutionsfoodfood consumption habitseating habitsobesityhabitsparentingpeer pressuresocialDesign Innovation