WIC Participants’ Perceived Behavioral Control, Attitudes Toward, and Factors Influencing Behavioral Intentions to Redeeming Cash-Value Vouchers at Certified Farmers Markets

Background: The California Supplement Nutrition Program Women, Infants and Children (WIC) offer a Cash-Value (CV) voucher for the purchase of fresh fruits and vegetables that can be used at Certified Farmers’ Markets (CFM).

Purpose: The purpose of this study was to identify factors associated with redeeming WIC CV vouchers at (CFM) among English and Spanish speakers.

Methods: This was a cross-sectional study; in which Theory of Planned Behavior constructs were included in a self-report survey. Data were collected from women (n=252) at three rural northern California WIC clinics for two weeks.

Results: Proportionately more Spanish speakers had greater perceived behavioral control for redeeming CV vouchers at CFM. Not enough variety of produce offered (p<0.001), not knowing what produce to buy (p=0.038), and unfavorable weather conditions (p<0.001) were proportionately lower among English speakers than Spanish speakers. Proportionately more Spanish speakers identified availability of organic produce (p<0.001), other items for sale than just produce (p<0.001), and entertainment provided (p<0.001) as a factor to redeem CV vouchers. Approximately 43% of English speakers identified unfavorable weather as a barrier to attend CFM.

Conclusion: WIC educators and market managers may use the benefits and barriers identified by ethnic groups to develop interventions that encourage WIC participants to redeem CV vouchers at CFM.