This study aims to examine the characteristics of dietary behavior among Japanese university students, and thus figure out the factors that affect eating patterns and tendency of fruit and vegetable intake. A cross-sectional survey including 97 university students was conducted in Okayama in 2016. Descriptive statistics is used to show the present situation and characteristics of dietary behavior among Japanese students. Multi-regression analyses were applied to find out the factors that influence dietary patterns. The results indicate that the quantities of vegetable and fruit consumption are differently related to meal time and some other meal ingredient consumption. This finding suggests that the general promotion such as “recommending quantity of fruit and vegetable consumption per person per day” is not the only way to encourage consumers to increase their fruits and vegetable intake. This study’s results would be useful for effective promotion of fruit and vegetable consumption and for enhancing marketing promotion and development of semi-finished products or processed fruits and vegetables.
Consumer behavior, consumption of fruits and vegetables, dietary pattern, marketing promotion.
Akihiko Fujino and Miao Miao is with the Department of Contemporary Business, International Pacific University, Okayama, 709-0863, Japan (e-mail: firstname.lastname@example.org, email@example.com).
Akihiko Fujino and Miao Miao, "
A Study on the Factors that Relate Eating Patterns
and Tendency of Vegetable and Fruit Consumption among Japanese University Students," Journal of Economics, Business and Management vol. 5, no. 2, pp.