WIC Participants’ Perceived Behavioral Control, Attitudes Toward, and Factors Influencing Behavioral Intentions to Redeeming Cash-Value Vouchers at Certified Farmers Markets
By McDonnell L, Neyman Morris M, Holland J
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.
November 17, 2017
McDonnell L, Neyman Morris M, Holland J (2014) 'WIC Participants’ Perceived Behavioral Control, Attitudes Toward, and Factors Influencing Behavioral Intentions to Redeeming Cash-Value Vouchers at Certified Farmers Markets'. California Journal of Health Promotion: Vol. 12, Issue 2, pp. 22-31. Available online: http://www.cjhp.org/Volume12Issue2_2014/documents/22-31_Formatted_CJHP2014Issue2_Holland.pdf