Establishment And Empirical Test Of Influencing Factors Model Of Residents’ Whole Grain Foods Consumption

Objective:In recent years,the incidence of chronic diseases,such as cardiovascular disease,type2 diabetes,colorectal cancer and obesity,has risen sharply,bringing pain and economic losses to families and increasing the pressure on the state to invest in medical care.In order to determine the main factors affecting chronic diseases,many studies have been carried out.Studies have shown that chronic diseases are closely related to dietary factors,one of the most important risk factors is in sufficient intake of whole grains.Whole grains are a major source of dietary fiber and are rich in protein,vitamins,minerals and phytochemicals.Studies have shown that increased consumption of whole grains reduces the risk of type 2 diabetes,obesity,cardiovascular disease and various cancers.Despite the many health benefits of whole grains,the daily intake of whole grains in our population is far below the recommended intake.The factors affecting the consumption of whole grain in China are not completely clear.In view of this problem,this paper carries out the following researches.Methods:Firstly,the explanatory power of existing social psychological models of whole grain food consumption behaviour of Shanxi residents was examined using the theory of planned behaviour as an example.Based on the theory of planned behavior,past behavior(PB)was added to form an extended TPB theoretical model,and a cross-sectional study was carried out on Shanxi residents(n=1125).The relationship between scales was verified by structural equation model.Secondly,relying on the research ideas and methods of grounded theory,in-depth interviews were conducted with 50 Shanxi residents to collect primary data and construct a theoretical model of residents’ whole grain food consumption behaviour in China’s cultural and social environment through open coding,spindle coding and selective coding.Finally,the theoretical model of residents’ whole grain food consumption behaviour constructed based on China’s cultural and social environment was empirically tested to verify the validity and feasibility of the theoretical model.A cross-sectional study was conducted with residents of Shanxi(n=331),using a self-administered questionnaire that included measures of demographic characteristics,whole grain food consumption behaviour,nutritional awareness,sensory preference,altruistic behavior,resources and skills,marketing promotion patterns and habit strength.The relationships between the scales were validated through structural equation modelling to understand the explanatory power of a theoretical model of residents’ whole grain food consumption behaviour constructed on the basis of grounded theory.Results:The empirical results of the extended TPB theoretical model showed that subjective norm and perceived behavioral control were positively correlated with intention,and subjective norm was the strongest predictor of consumption intention(β=0.55,P<0.05).The model explained 44% of intention variance.Consumption intention,perceived behavioral control and past behavior were positively correlated with consumption behavior,and past behavior was the strongest predictor of whole grain foods consumption behavior(β=0.63,P<0.05).The model explained 23% of behavior variance,with a further 77% of the unknown factors influencing the population’s whole grain food consumption behaviour.The results of the in-depth interviews were further analysed to determine the determinants of whole grain food consumption behaviour based on grounded theory approach.The theoretical model of whole grain food consumption behaviour based on rooting theory suggests nutritional awareness,sensory preference,altruistic behavior resources and skills,marketing promotion model and habit strength directly affected residents’ consumption behavior of whole grain foods.Demographic characteristics,life course,physiological characteristics,dietary culture and other background factors were the control variables of whole grain foods consumption behavior.An empirical test of this theoretical model is conducted,the structural equation model was used to verify the relationship between the variables,and a good fitting index was obtained.The results showed that the marketing promotion mode and habit strength were positively correlated with the consumption of whole grain foods,and habit strength was the strongest predictor of consumption behavior(β=0.69,P < 0.05).The model explained 42% of behaviour variance.Conclusion:On the basis of the above research,the author puts forward suggestions to improve residents’ consumption of whole grain foods: Improve laws and regulations related to whole grain standards and food labels to ensure fair competition and establish a favorable environment for whole grain food marketing and promotion;Develop marketing strategies to make whole grain food get the same marketing vitality as refined grain food and create a healthy food environment;Deep combination of production,learning and research,in-depth research of all disciplines,to guide production to provide scientific basis;To develop refined grain substitutes with good taste,whole grain products for special groups,and whole grain products with low salt,low sugar and low fat.In-depth research of various disciplines will provide scientific basis for clarifying the daily recommended intake of whole grain foods.Publicity and education should be carried out to improve the public’s health awareness and knowledge of whole grain food,and their cooking skills should be enhanced.Schools and parents should strengthen dietary education for children and adolescents,so as to help children and adolescents establish consumption habits of whole grain food.