Spillover of diet changes on intentions to approach healthy food and avoid unhealthy food

Abstract

Purpose – The purpose of this paper is to describe two exploratory studies of how experience (lacking, failed, or successful) of trying to implement healthy eating behaviours influences future intentions to maintain and expand such behaviours (so called “spillover”). Design/methodology/approach – The two survey-based (n=2,120) studies involved Danes aged 13-15 and 55-70 years, respectively. Findings – The studies showed that the self-reported experience of successfully increasing the intake of healthy (fruit and vegetables) and decreasing the intake of less healthy (soft drinks and animal fats) categories had spillover effects on the intention to pursue these behaviours in the future. For all the categories included, the intentions of the respondents who had tried and succeeded were significantly higher than those of the other respondents. The intentions of the group who had tried but failed were also significantly higher compared to those of the non-triers. Moreover, whether successful or not, both the experience of trying to increase the intake of healthy and to reduce the intake of less healthy food had a significant positive influence on the intention to try the opposite type of behaviour in the future. Healthy (fruit and vegetables) and decreasing the intake of less healthy (soft drinks and animal fats) categories had spillover effects on the intention to pursue these behaviours in the future. For all the categories included, the intentions of the respondents who had tried and succeeded were significantly higher than those of the other respondents. The intentions of the group who had tried but failed were also significantly higher compared to those of the non-triers. Moreover, whether successful or not, both the experience of trying to increase the intake of healthy and to reduce the intake of less healthy food had a significant positive influence on the intention to try the opposite type of behaviour in the future. Originality/value – As regards spillover between approach and avoidance behaviours related to healthy eating, only few studies have been published. The studies reported here contribute to the understanding of how experience with different types of healthy eating affect future intentions to change eating habits and provides insight for health promoters in their choice of which specific eating behaviours to address.