Exploring University Students' Perception of Healthy Eating and Food Consumption - Essay Example

?A Qualitative Study into of Leicester Perception of Healthy Eating and Food Consumption of Leicester Table of Contents Research Problems and Background Literature 3 Research Aim and Objectives 4 Evaluation of Research design 5 Research paradigm 5 Data collection methods 6 Sampling rationale and procedure 7 Research procedure 7 Ethical concerns 8 Data analysis 9 Research findings and discussion 9 Conclusion and recommendations 14 Reflection 16 Bibliography 18 Table of tables 20 Table of appendices 21 Students’ perception of Healthy Eating and Food Consumption Research Problems and Background Literature This chapter explores student’s Perception of Healthy Eating and Food Consumption which has been identified as the root cause of numerous diseases along the lifespan. The rationale guiding this research will be to analyse the genesis behind students’ choice and consumption of food. A number of studies have indicated that most university students have poor eating lifestyles (Preedy et al., 2013). Other studies have shown that many students tend to consume more junk food daily than they tend to consume vegetables or fruits (Roosen et al., 2011). As a result, there have been reported cases of high fat and calorie food intake (Dunn, 2013). This is attributed to the fact that food preference is developed early in life and becomes more predominant as one transit from childhood to adulthood. One such transition is when one leaves home and joins college or university meaning that he or she has to make his or her own decisions pertaining food choices. Another research shows that university students often employ poor eating lifestyles leading to ill-health and weight complications early in their lives (Edelstein, 2011). Previous studies indicate that common factors informing food choices among campus students include availability of finances, health/weight concerns, taste and preference, pleasure, time available for preparation and convenience (Stallings & Yaktine, 2007). Some poor eating habits stem from group norms which tend to associate consumption of junk foods to class identity of the haves (Preedy et al., 2013). Partial qualitative research works indicate that among other factors the choice of food among people is predominantly dictated by one’s economic and social status (Motarjemi, 2014). It is widely known that about 8% of students in the university ate at least five meals of either fruits or vegetables daily (Roosen et al., 2011). This trend is even worse among the third and fourth year students at the university. There is a strong correlation between demographic and psychographic physiognomies with food consumption behaviour among university students. The dietary habits developed in the first two years at the university are carried on to later years in the university (Dunn, 2013). Student’s residences have also been found to affect their dietary habits. For instance, off-campus students were reported to take healthier foods than those living within the campus (Brown, 2014). A healthy eating habit is vital to good health throughout a person’s lifespan (Tseng, 1981). Despite the knowledge imparted in populations on the benefits of healthy eating, unwarranted consumption of food is prevalent especially among the adult population (Lindgreen & Hingley, 2009). Previous works indicate that female students have a tendency towards fatty foods as compared to their male counterparts. However, fruit and consumption levels across both gender is the same (Shield, Mullen & Association, 2002). According to a study conducted by Tseng (1981) on the eating habits of students in California public schools, female students tend to avoid some food types especially junk owing to worries associated with body weight, beliefs and fitness. On the contrary, male students reported insignificant concern about weight and had no problem consuming junk food (Scaffa & Reitz, 2013). Therefore, it was evident that the choice of food type for male and female students was dictated by a number of factors unique to each group (Mayo Clinic, University of California, Los Angeles & Dole Food Company, 2002). Research Aim and Objectives Research Aim This research paper aims at exploring student’s Perception of Healthy Eating and Food Consumption among students enrolled in the university. Research objectives 1. To understand the trend of food preferences of students of University of Leicester and appropriately target at influencing their food choice decision in order to create a culture of healthy eating. 2. To set a trend that will increase consumption of healthy food from an estimated 12% to a set target of 40% to be accomplished through intensive awareness campaigns and publications. 3. To inculcate self-drive behaviours and commitment to consume healthy foods among Leicester student fraternity through creation of a strong marketing team. It will also solicit funds to ensure towards availing the required food types within the reach of Leicester community. 4. To achieve the objectives of the research and make it realistic through proper management of marketing resources and access to the required diet. 5. To achieve the desired number of healthy eating students within 10 months. Their progress will be monitored on a monthly basis. Evaluation of Research design Research paradigm Stanton (2007) summarizes qualitative research as a grounded, discovery led, exploratory, descriptive and inductive. For this reason, the researcher uses explorative research design. This research uses interpretive research paradigm to explore the aforementioned objectives in an effort that seeks to gain insight into student’s Perception of Healthy Eating and Food Consumption among students enrolled at the university. The nature of this research necessitates the use of a subjective approach because it will enable explorative research in coming up with findings based on inductive reasoning. Primary data for this research was collected through in-depth interviews. Qualitative approach brings out actual reality as seen through the eyes of the participant. Moreover, subjective approach focuses on social phenomenon reasonably than its measurement (Brownstein & Shenefelt, 2006). Data collection methods Data collection was done through a multi-judgemental approach and convenient non-probability selection. The rationale behind the selection of data collection approach is that it enabled the choice of interviewees who would most likely deliver useful data. To achieve this, a set of pre-screening questions were used. Since the objective of the research as get an insight into the perception of students on the choice and consumption of food, 33 students all enrolled in the 2013-2014 academic year at the University of Leicester were sampled. This was relatively a small selection necessitated by time constraints. This group of students was selected due to ease of access in the course of interview. This minimarket research and the use of a small number of participants was sufficiently reasonable in providing a detailed analysis about the subject for purposes of providing recommendations for further research. As mentioned earlier in the review of literature, most studies have centred on single gender. For this reason, the researcher is provoked to select a sample consisting of both male and female students. This is vital as it will unearth any variances based on gender. Assorted focus groups were chosen to create and stimulate differing views. The time allocated for each focus group was between 60-120 minutes. This duration was conveniently selected based on a pilot study conducted earlier showing that the participants were fond of losing interest past two hours of continuous interview. Similarly, interviews were structured to last within the same duration. The interviews were conducted informally at the University of Leicester student’s hall. This venue was selected because it was the most convenient for all participants. In addition, the venue was spacious and would allow free interaction among the students. A good rapport between the investigator and participants through informal setting adopted. Qualitative methodology was chosen in order to inductively allow exploration of the past and present experiences of food choices among students. In addition, qualitative methodology would reflect complexities of phenomenon under investigation prompting deeper investigation into the topic in question. Sampling rationale and procedure In order to analyse the collected data, it was paramount to put a record of each interview through an exact transcript. Since this study was explorative, individual perceptions vary immeasurably due to subjectivity. Therefore, examination of such results hypothesises qualitative analysis. Bearing this in mind the hermeneutic-phenomenology was applied in the assessment of data gathered. This method was decisively chosen as it has the capability of encapsulating the experiences of the interviewees while unearthing their latent experiences behind their responses. In addition, the use of hermeneutic circle permits a rounded synopsis of individual perceptions since it is interpretive. According to Mayo Clinic, University Of California, Los Angeles, & Dole Food Company (2002) the adoption of hermeneutic approach allows both inter-textual and intra-textual scrutiny permitting the identity of recurring themes. One advantage of this approach is that it incorporates researcher’s previous information into the marvel (Bays & Kabat-Zinn, 2009). In regard to hermeneutic method, discourse analysis is utilized as an instrument for deeper exploration allowing greater in-depth analysis (American Dietetic Association & Ward, 2009). Research procedure This study was approved by the University of Leicester’s Genetic Centre for Excellence in Teaching and Learning (GENIE) in conjunction with the Healthy Living Service and Residential and Commercial Services. During the study six to ten students were chosen by the researcher. The participants were equally sampled to cover both sexes. Consent of participation was obtained from the group members before conducting focus groups. The focus groups took place in the student hall where chairs were placed on a circular platform. Participants were then invited to the panel and preliminary investigation was carried out. The study variables were adapted from the research conducted in (2013) by Dunn. The dietary variable was measured by developing six queries. The questions were structured as follows: Which factors do you consider when shopping and preparing food? Cost/ Taste/ Diet/ Other What challenges do you experience when shopping and preparing your meals? Time/ Availability/ Diet Do you think food and healthy eating is of any importance? Yes/ No Which food type do you like most? Chunk/ vegetables and fruits What makes you prefer the choice of food mentioned above? Health concerns/ convenience Do you think healthy eating habits should be adopted by university students? Yes/no The following table represents demographic data of the participants who took part in the focus groups. Table 1: Focus group table Location Group Gender N Age Group (yr.) Leicester AM1 M 12 25-26 Leicester BF1 F 10 26-27 Leicester BF2 F 11 27-28 Ethical concerns Before the interview commenced the participants were informed that they were being recorded and the anonymity was assured. Two investigators lead each focus group where one of them conducted the interview whereas the other played the role of a moderator. The former took notes whereas the other led the probing session. The participants were assured of their confidentiality in recognition of the need to obey research ethics every time there was perceived retraction. Data analysis The results of interviews gathered from all focus groups were copied into audio, electronic and print media. Every transcript was read severally before analysis. The investigators then made summaries paraphrasing resultant texts as part of the initial analysis. Each transcript was read and comments regarding to resemblances, differences and connections were attached between texts. To achieve the desired analysis the data collected were subjected to further analysis by use of text-tagging software program called Nvivo that has the capability of coding and categorizing original responses enabling a platform through which the responses could be checked against the source materials. The return to the original transcripts was vital in interpreting responses from the interviewees according to the flow of discussion by the focus group. Therefore, themes were inductively created and explanatory accounts developed as per recursive engagement with the sampled set of data. In this regard, any non-standard data sets (non-conforming data sets) were used to update and make amendments. Extracts collected from transcripts were not allotted to distinct themes. Due to this, the overlap occurring between themes was used as a basis to warrant further analysis. Research findings and discussion The study came up with four main themes and explanations of student perceptions regarding selection and consumption of food: 1. Food choice: determinants of decision in food shopping and preparation. 2. Difficulties experienced when shopping and preparing your meals 3. Perceptions regarding diet 4. Physical and psychological influences on food choice and consumption. Theme 1: Food choice: determinants of decision in food shopping and preparation A key finding on the choice and consumption of food among university students indicates that cost, preparation time and availability are leading reasons behind unhealthy eating habits among university students (Preedy, Hunter & Patel, 2013). According to data collected from the focus groups, university students possess adequate nutritional knowledge to enable them make informed choices on healthy eating. Though this is the case, there are numerous reported cases of extreme intake of junk and fatty foods. Food aesthetic attributes such as taste, appearance and aroma is attributed to the aforementioned food choice and consumption pattern among students. It was revealed from the research that fruit brands were rarely included in meals by consumers due to extremely high cost and unavailability. This is demonstrated in the following direct exchange between the investigator and participants in one of the focus groups. Extract 1 (AM1) JOE: Would you often take a fruit before or after a meal? PARTICIPANT 1: No. I would prefer a drink PARTICIPANT 2: Fruits are expensive and sometimes not available JOE: What about you? (PARTICIPANT 3) Do you always take fruits? PARTICIPANT 3: No. unless I have enough money. It was noted from the extract that even though the moderator posed a question expecting an affirmative answer, the third respondent gave unfavourable response supporting his position on the basis of high cost of buying fruits and so did the first and second participant. 5. Theme 2: Difficulties experienced when shopping and preparing meals It was noted from this study that students experienced immense difficulties while shopping given time constraints on the part of a student. When asked about difficulties encountered while shopping and preparing of food. Duration that food would take cooking ranked as the main reason most students opted for fast foods such as chips, burgers, pizza and chocolates whose cooking time was less or often ready to eat. When the participants were asked to give their opinion regarding healthy despite such difficulties, most of them gave views excluding intake of junk foods. The extract below is a copy of responses given by the second focus group to the prompts by the investigator. Here, the focus is to gain an insight into the difficulties encountered while shopping and preparing food and whether such difficulties influenced the choice of foods Extract 2: (BFI) JOE: In your own opinion, what is the definition of healthy eating? PARTICIPANT 1: A meal with plenty fruits and vegetables JOE: Splendid! Anything else PARTICIPANT 2: More water, balanced diet and less fats JOE: That’s good definition. You normally include plenty of fruits, vegetables and water in your meals. PARTICIPANTS: No (in unison) JOE: Why? PARTICIPANT 3: Cooking such meals takes long time JOE: But fruits require no cooking at all PARTICIPANT 4: Sometimes fruits are unavailable JOE: What about vegetables, there are plenty in every market? Why do you then prefer buying processed foods? PARTICIPANT 5: Vegetables aren’t appealing to eat. Some doesn’t taste good when cooked JOE: You appear to have a different opinion (directed to participant 6), please give us your view PARTICIPANT 6: Yes, I always prefer buying ready food or those foods which will take less time to cook. In fact, whenever I go to shop I rarely find the fruits I like; they are scarce. I remain without option but to buy what is just available in the market JOE: That’s quite interesting. What can you tell us (directed to Participant 7) PARTICIPANT 7: It is true that buying ready food from a restaurant saves a student cooking time and resources but one should remember the health implications of such easy life. I would prefer buying something I will cook and be healthy. JOE: How do you manage availability of such foods? Suppose they aren’t available at the time you need? PARTICIPANT 8: I buy more food when it is available. I usually preserve them for future use. Therefore, a matter to do with absence of food is just but an excuse that does not hold. JOE: Can you settle on unhealthy food if there is no other available alternative? PARTICIPANT 9: It is true that i sometimes settle on any available food. But, this only happens as a last resort. JOE: You worry much about future health implications upon consuming such foods not so? PARTICIPANT 10: Sincerely speaking, I eat what I like or what is available at that time regardless of health implications. JOE: what do you say? PARTICIPANT 11: My stay here in college is just three or four years, so why should I worry about food choices? I agree with her. It was clear from this focus group that the greatest constraint in shopping healthy foods is duration it takes to cook and availability in the market. It is for this reason that students often settle for easily available foods. Theme 3: Perceptions regarding special diet This theme concentrated on the perception of students on balanced or unbalanced diet and whether these perceptions had an influence on the choice of food and eating behaviours among students. This investigation revealed that schools and the media contributed largely to the decision by students to consume unhealthy foods. Participants indicated that they perceived it a special treat when snacks and chunky foods were provided by parents, teachers, peers and friends during special occasions lie birthdays (Sidney, 2003). This contributed to positive reinforcement towards its consumption giving them a feeling of socially acceptable mode of eating during such occasions in disregard to health implications. In addition, the tendency of most young people’s alignment towards fatty sugary foods was attributed to the emphasis it is given on television and radio advertisements. Some participants admitted from the focus group discussions that such ads had impacted on their consumption behaviours. Extract 3 (BF2) JOE: You said you like fast foods. Are you aware of its health implications? PARTICIPANT 3: I know it is disastrous but I cannot resist an offer of a treat. Some are so attractive when advertised on media. It is clear from this extract nutritional knowledge is superseded by the craving for unhealthy foods. When asked about the unhealthy nature of such foods, participant 3 acknowledges but is quick to elude its irresistible nature thereby manifesting the low levelness of inability to have self-control over creasy foods. Theme 4: Physical and psychological influences on food choice and consumption There was evidence that there exists a pull between weight control and consumption of desirable foods. Whereas the media stressed on encouraging consumption of fast foods, there was a differing message insisting on attractive appeal to stay physically fit as it is with common celebrities and models. This is illustrated in the extract below. Extract 4 (BF2) JOE: You worry much about eating fast foods? What worries you most? PARTICIPANT 1: Gaining weight and losing shape at an early age PARTICIPANT 2: Being fat makes people think that you are not as nice as slender people It is clear from this extract that there is societal pressure to remain thin as well as a general negative perception by the society against obesity. It is evident from Participant two that someone’s body size was a reflection of one’s own character. Media advertising seems to coerce most students towards unhealthy eating lifestyles among students to an extent that they were unable to explicitly resist the urge (Lindgreen & Hingley, 2009). Anti-Fat attitudes seem to strike the attention of both male and female students though it is more pronounced with female students (Mayo Clinic, University of California, Los Angeles, & Dole Food Company, 2002). Conclusion and recommendations In comparison to previous studies, the outcome of this research paper demonstrates the existence of numerous perceptions concerning food purchasing and consumption by students (Edelstein, 2011). The combined force of such perceptions contributes towards breeding a culture of careless eating habits eventually leading to ill-health at old age. The strength of such barriers is manifested in total absence of achievable balanced diet (Negron, 2004). In recognition of the sensitive nature of healthy diet to this particular age group in laying base for long term eating behaviour, the picture portrayed is no doubt worrying (Mudambi & Rajagopal, 2007) In line with the benefits of eating healthy foods, the researcher recommends that students be informed on alternative eating habits that are beneficial to their health now and in future through a creation of sound eating and food choice culture. This can be achieved through food exhibitions and campaigns which aim at influencing students towards a specific eating trend. In addition, a strong marketing team is essential in carrying out these plans. Further there is need to incorporate food suppliers in this campaign to ensure they supply a variety of food types. In summary, healthy eating is perceived as unpleasant short term mission whose aim is to prevent stigma brought about by heavy body weight. As mentioned earlier in the research, the stress on vegetables and fruits as means of healthy eating has been adopted by a majority of the youth as a way of managing weight than as a positive practise towards healthy diet. Findings from various studies indicate that most students adhere to dietary guidelines with disregard to its contribution towards personal health rather as a remedy for evading obesity related health complications. In order to achieve the desired milestones in the health sector, there is need to involve and empower the youth on matters of healthy food choices. To challenge the perception that the youth are entirely responsible through their poor eating habits for their weight should be averted is responsible food selection behaviours are to be inculcated in the youth. University arena provides students with an opportunity to learn diverse nutritional behaviours from educators’ as well as social perspectives owing to the freedom of association and diverse congregate of students. Therefore, the findings of this research proposes the need for improvement in areas of nutritional knowledge with regard to the importance of taking own initiative in management of personal health through appropriate dietary arrangements. There is also need to establish a sedentary lifestyle against the irresponsible unhealthy feeding behaviour that has always posed serious health complications. To achieve such efforts there is need to develop projects aimed at imparting positive eating habits and creating awareness and attitudes towards appropriate diets. Such projects should aim at nurturing health eating habits among university students. Further, stakeholders owe to develop mechanisms that would ensure availability of adequate resources and healthy food types within the reach of college students in an effort to eliminate barriers of cost and availability impeding healthy eating habits. Lastly, there is need for a comprehensive partnership between the university’s catering departments with suppliers to ensure that shortage of specific food commodities is eliminated. There is also a need to create awareness regarding healthy choices of food through food exhibitions and demonstrations among the university students (Franz, 1986). If such efforts are implemented, it will surely shift student’s present perception away from justification of poor eating on factors such as cost constraints, limited preparation time and availability. Otherwise the future expectation is a society with a large number of continuously ailing adults whose poor health stems from their poor eating cultures during their early lives. Reflection The findings of this research are based on the personal views of participating individuals within the focus groups. The views sampled from these groups may not reflect the views of the entire university populations. Each individual has his/her own identity and perception of food choice. In addition, identification of themes and cohesions was a big challenge in conducting this research. This was because the research was based on a relatively low sample considered. Time constraint was another challenge that faced the research process. This made it hard for the investigators to explore all the themes to the same desired depth. In addition, the limitation upon experimental operation may have significantly affected student’s perception of on healthy feeding. Nevertheless, the perspective used was able to provide a snapshot that would be used to relay a general perception of Leicester university students on food choice and consumption. Future research should focus on expanding the sample group to cover diverse geographical locations and limit research biasness and interpretation based on sociocultural factors. It should also conduct similar research in a comparative perspective across two or three other universities to establish their perception of healthy eating and food consumption among other university students. This will eliminate cross border limitations to come up with a widely accepted view concerning the subject. In order to limit research biasness in this study, members of the study team were asked to check whether their perceptions were correctly represented against the themes developed. This helped raised the validity of findings and quality of the research. Further, previous studies were broadly consulted in order to eliminate subjectivity in the focus group interviews and data analysis. In summary, this research yielded useful and immense findings; but nature of interpretation proved a big challenge to the investigator calling for integration of subjective and objective approaches. Bibliography AMERICAN DIETETIC ASSOCIATION, & WARD, ELIZABETH M. (2009): Expect the Best: You’re Guide to Healthy Eating Before, during, and After Pregnancy: Epub Edition. John Wiley & Sons BAYS, J. C., & KABAT-ZINN, J. (2009): Mindful eating a guide to rediscovering a healthy and Joyful relationship with food: Boston, Shambhala http://www.contentreserve.com/TitleInfo.asp?ID={55442EED-886E-4357-9C02-8A0436DD61F0}&Format=50 BROWN, J. E. (2014). Nutrition now: Belmont, Wadsworth. BROWNSTEIN, D., & SHENEFELT, S. (2006). The guide to healthy living: carbohydrate: Sweeteners: fats and oils: protein: nuts and seeds: unrefined salt: children's food: organic shopping: food prep tips. Birmingham, MI, Healthy Living BOBO, B. L. (2006). 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Opening dialog Are you for or against creasy foods Do you know the benefits of a healthy diet? e. Identity Appendix 4: Core Questions A sample of questions in interview related to perception of healthy eating and food consumption Extract 2: (BFI) JOE: In your own opinion, what is the definition of healthy eating? PARTICIPANT 1: A meal with plenty fruits and vegetables JOE: Splendid! Anything else PARTICIPANT 1: More water JOE: You normally include plenty of fruits, vegetables and water in your meals. PARTICIPANTS: No (in unison) JOE: Why? PARTICIPANT 1: Cooking such meals takes long time PARTICIPANT 2: Sometimes fruits are unavailable PARTICIPANT 3: Maybe water Read More