Theory Variable

Focus Group Questions

Attitudes

Would you tell me about the 3 vegetables you like the most? Things like why you like them, how often you eat them, how you like them prepared, or what meal you eat them?

Next, I’d like your opinion on names: recipe names, vegetable products you may buy (like a frozen package), or vegetable dish names on a menu. There are generally 4 types of names: ones that describe the cooking method, like “roasted”, ones that describe the ingredients, like “rosemary”, ones that describe the general taste, like “spicey”, and ones that create an image or suggest ingredients or taste, such as southwestern or Italian. Are any of these names more compelling for you to choose a vegetable than others, and why or why not? Or in other words, What types of names do you think would be most effective at getting people to select vegetables? Why?

Next, I’d like to get your opinions on spices and herbs, particularly in regards to vegetables. For instance, do they make vegetables more, less or the same degree of appealing as a plain steamed or roasted vegetable? If there are combinations of vegetables and seasonings that come to mind or certain spices or herbs, please bring those up as well.

Environment and behavioral control

Now I’d like you to take a moment and think about the meal or meals you usually eat vegetables during. Could you tell me about that meal? Things like, where the meal is, who is there if anyone, who prepared it, and also why a vegetable is part of that meal?

Now, I want to talk about eating in restaurants or cafeterias. Could you tell me about yourself in terms of eating in restaurants, in general, like how often and what types of restaurants, and then about vegetables ordered or eaten in restaurants. Could you also discuss whether the vegetables you eat in restaurants are the same as those you eat at home.

Self-efficacy

I want to talk a little about your cooking style. For instance, do you like to try new recipes, do you need convenience? Talk in general, but then specifically about how you prepare vegetables, please.

Behavioral motivation

Finally, I’d like your thoughts on how to motivate people to choose more vegetables. Think as if you were selling vegetables in a grocery store or if you had a restaurant or cafeteria.