Factors affecting whole grain consumption: primary focus health factors

by Scott, Willie Henry

Abstract (Summary)
We designed a mail survey to investigate consumer choices between whole-grain and

regular grain products. Consumption of whole-grain foods has been linked to numerous health

benefits including reduced risk of heart disease, diabetes and obesity. The prevalence of obesity

has increased in recent decades and has been shown to be negatively correlated with education

levels and income.

Data from the survey are used to investigate correlations between the likelihood of

choosing whole-grain alternatives and various demographic and behavioral characteristics

including an individual's Body Mass Index (BMI). We also investigate the impact on consumer

choices of providing information about the health benefits of whole-grain foods.

Results indicate that education level and the use of food labels are both positively

correlated with the likelihood of choosing whole-grain foods. Provision of information about

health benefits also had a positive impact on the likelihood of choosing a whole-grain over a

conventional grain product, but given a low sample size in this study the effect was not

statistically significant. Choices were found to be largely insensitive to changes in relative

prices, and no correlation was found between BMI and the likelihood of choosing a whole-grain


Bibliographical Information:


School:Kansas State University

School Location:USA - Kansas

Source Type:Master's Thesis

Keywords:consumer attitudes whole grains logit economics agricultural 0503


Date of Publication:01/01/2008

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