Literature Review
People’s choices for foods and other nutrition-related practices are influenced by a variety of determinants with tremendous consequences for nutrition. Understanding consumer behaviour helps nutrition specialists to deliver effective nutrition intervention programs. Existing literature suggests that many students purchase foods outside the school’s meal programs, mostly snacks and sweetened beverages with high calories and low nutritional value (Hales, 2010; Koplan et al., 2005).
Economic determinants influence food choices among students, especially the price of food and convenience (Hales, 2010; Li, 2011). A research study by Cullen et al. (2000) demonstrated that many children eat out and are allowed to eat what they want. Among these children, parental influence on the menu choice occurs only when cost is an issue (Cullen et al., 2000). In a related study by Pokin et al. (2005), it was reported that food expenditure patterns for high-priced products significantly reduce the number of fruits servings, vegetables and dairy products consumed by students suggesting that costly foods influence students’ choices.
Student’s choice of healthy foods for consumption appears to be determined by nutrition and health influences. In a study to investigate the effect that nutritional education has on a consumer’s diet, Shakkour (2008) demonstrated that nutritional education could help people improve the quality of eating behaviors. This suggests that wellness policies in schools and other school-based activities aimed at promoting positive dietary behaviour could help solve the problem of overweight students and reduce the risk of obesity. However, dietary choices and physical activity behaviours among adolescents and children are influenced by familial factors, societal factors, the media and other settings (Gay, 2006; Martin and Oakley, 2008). According to the Centers for Disease Control and Prevention (2011), schools provide supportive environment for students to learn and practice healthy behaviours such as the choice of healthy foods and physical activity.
Current literature shows that healthy diets are unaffordable and cost is a major barrier for students in accessing healthy foods (Rivas and Flores, 2011). In a systematic demand analysis for unhealthy and healthy food, Zheng and Zhen (2010) reported little evidence that substitution between healthy and unhealthy food could be induced by relative price changes. Such findings are consistent with arguments by Rivas and Flores (2011) that increasing taxes on unhealthy food items could raise their relative prices and result to positive changes in eating behaviours. Rivas and Flores (2011) asserted that cash incentives may be the most effective approach to reducing the consumption of unhealthy foods. Further, Champlin and Henderson (1998) argued that the eating behaviours of teens reflect their living environment and health status, implying that cost impacts on the choice of healthy foods.
Research Questions
This study will examine the health and nutrition behaviours of college students in order to gain a deeper understanding of the factors that influence food consumption particularly, among university students. The main research question would be; “How does knowledge about nutrition and health influence university students to choose foods for consumption?”
Hypotheses
This study will test the following hypothesis
- Hy.1- costly foods influence students’ choices.
- Hy.2- nutrition and health influence students to choose healthy foods for consumption.
- Hy.3- cost impact on the choice of unhealthy foods.
Research Methods and Techniques
Study Design
Quantitative research method will be applied using a cross-sectional study research design that will gather data within a single period. The data will be used to examine whether nutrition and health knowledge influence the food intake behaviour of the university students (Miere et al., 2007). The nutritional model will be applied to guide the collection of data and nutritional behaviors of the participants (Sakamaki et al., 2005).
Since cross-sectional study design is less costly and quick, it is feasible for this study (Kolodinsky et al., 2007). In addition, the information gathered will be analyzed quickly and easily to give a snapshot characteristics of the population (Panagiotakos et al., 2007). Comparing the students’ dietary behavior can be easily done at once using this study method (Irazusta et al., 2006). Nevertheless, this study design only provides a snapshot of the population being studied. Therefore, only some generalizations will be drawn from the data gathered (Young & Fors, 2001).
Participants and Sampling
In this study, all university students are deemed viable when carrying out the research (Spyckerelle et al., 1992). From the total number of university students, just thirty students will be selected via appropriate sampling method that will give a true population representation and a valid data (Lee & Loke, 2005). For the main study, the proposed sample size will comprise 15 female participants between the age of 18 and 25, and 15 gentlemen between the ages between 19 and 27 (Wardle et al., 2004).
Due to time and cost constraints, a selective sampling will be used to choose the thirty students (Schweyer & Le-Corre, 1994). Although random sampling is quick and convenient method for selecting the participants, the researcher is free to select the participants who are accessible and representative of the population (Mikolajczyk et al., 2009). The disadvantage of selective sampling is that it may be biased in case the sample does not represent the whole population (Osler & Heitmann, 1996).
Data Collection
Data for this study will be acquired from primary sources (Roddam et al., 2005). The relevant primary data will be gathered via questionnaires (Hagman et al., 1986). A comprehensive exploration instrument is assumed to have been developed and satisfactorily tested prior to embarking on this actual research study (Von-Bothmer & Fridlund, 2005). Therefore, thirty questionnaires that examine the students’ nutritional behaviour will be used (appendix 1).
The questionnaire will take the students roughly between 15 and 21 minutes to complete. The advantage of the questionnaires is that the potential data will be gathered within the shortest time possible (Spyckerelle et al., 1992). Conversely, the disadvantage is that the students would not be willing to provide the information or may be giving untrue information particularly, in situations they feel that they would not benefit from the study (Kim et al., 2003).
Ethical Consideration
Before embarking on the research study, all the application requirements that the research committee needs will be completed (Brunt et al., 2008). In addition, all the participants will be provided with information concerning their freedom of participation based on the stated standards (Anderson et al., 1994). A letter of introduction from the university specifying and explaining the study and the standard methods will also be provided. The letter will provide an assurance of secrecy to their information (Baric et al., 2003). Moreover, information sheet guiding and describing the study will be provided (Bull, 1992). The participants will be made aware that they can withdraw their involvement without any consequence (Brevard & Ricketts, 1996). Lastly, the research participants will be provided with letters of consent.
An approval for participation in this research study will be sought from the responsible authorities (El-Ansari et al., 2007). However, measures will be put in place during and after the research study has been conducted to help protect the respondents and any other subjects from harm (Bas et al., 2005). Finally, the information acquired from the study participants will be securely stored and protected whereas study finding reports will not divulge the participants’ identification (Kafatos et al., 2000).
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