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Title: Consumers attitudes, beliefs and perceptions towards whole grain food products
Author: Hellyer, Nicole
Awarding Body: University of Kent
Current Institution: University of Kent
Date of Award: 2011
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The consumption of whole grain products has been linked to the prevention of Cardiovascular disease (CVD) and Type 2 Diabetes Mellitus (T2DM). In general the UK population fail to consume enough whole grains based upon the American daily recommendation. Barriers to whole grain consumption have been identified as taste, texture, moisture content and price. This research examines if there are additional reasons why people fail to consume whole grains. A conceptual framework was established to identify consumer attitudes, beliefs and perceptions towards whole grains. Three areas of interest were identified for a novel multi-methodological approach focusing on whole grain and functional foods: a) Identify societal attitudes towards non-communicable diseases using a content analysis of five British newspapers reporting of CVD and T2DM. b) Identify underlying perceptions and attitudes to cereal products using a shopping list technique. d) Examine the value of different bread attributes with increasing information levels using a food auction. The results from this research show that British Newspapers potentially influence the attitudes and beliefs of their readers but fail to report CVD and T2DM adequately. The population have positive underlying beliefs and attitudes about consumers of whole grain products when compared to consumers of white bread. A detailed nutritional health claim improves participant's perception of the product and increases willingness to pay. The results from this research show that consumers are positive towards whole grain products however further consumer education is required to promote consumption. Marketers should target the positive attitudes identified within this research to better place their product. At present there is no UK recommendation about levels of whole grain consumption, a lack of official message has lead to consumer confusion about the importance of whole grains and has allowed the media to undermine consumer knowledge.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available