Consumer evaluation of 'Veggycation®', a website promoting the health benefits of vegetables. (1st July 2016)

• Record Type: Journal Article
• Authors: Rekhy, Reetica; Khan, Aila; van Ogtrop, Floris; McConchie, Robyn
• Is Part Of: Health promotion journal of Australia. Volume 28:Number 1(2017)
• Page Start: 21
• Page End: 29
• Publication Date: 2016-07-01
• Subjects: demographic groups -- gender differences -- vegetable consumption -- website evaluation dimensions; Health promotion -- Periodicals; Health promotion -- Australia -- Periodicals; 613.0994
• DOI: 10.1071/HE16003
• Languages: English
• ISSNs: 1036-1073

Abstract

Abstract : Issue addressed: Whether the website Veggycation® appeals to particular groups of consumers significantly more than other groups. Methods: Australian adults aged 18 years (n = 1000) completed an online survey. The website evaluation instrument used was tested for validity and reliability. Associations between demographic variables and website evaluation dimensions of attractiveness, content, user‐friendliness and loyalty intentions were examined using a general linear model (GLM). The appraisal of the website was further investigated based on the respondents' daily consumption level of vegetables and the importance they attach to vegetable consumption in their diet, using GLM and a Tukey's all‐pair comparison. Results: Veggycation® has a high level of acceptance among the Australian community with certain groups evaluating the website more favourably. These include women, people aged 29 years, higher income respondents, non‐metro respondents and those who viewed vegetables as extremely important in their daily diet. Conclusions: Customisation of the website for consumer groups with low vegetable consumption is recommended. Designing tailored communication tools will assist in enhancing the knowledge base of vegetable‐related health benefits and may promote vegetable consumption among the Australian population. So what?: The promotion of higher vegetable consumption is aided by tailored, well‐designed web communication. This study adds to the existing body of knowledge for the education of organisations developing e‐tools for promoting health education and literacy. Abstract : This study evaluated the Veggycation ™ website and its appeal to Australian consumers. The website has a high level of acceptance overall; however, customisation of the site is recommended for low vegetable consumption groups. The study adds to the body of knowledge in e‐health and informatics, promoting health education and literacy.