This article is based on the author’s BS Development Communication thesis.
Suggested citation:
Macale, Karrie Anne. (2012). Information exposure and intention to reduce dietary fat intake among faculty and administrative staff of the Visayas state University. Unpublished BS Development Communication thesis, Visayas State University, Baybay, Leyte, Philippines.
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by
Karrie Anne P. Macale
BS Development Communication 2012
Visayas State University
Visca, Baybay, Leyte, Philippines
The mass media play important roles in our lives: they create awareness of the issues, provide entertainment, improve knowledge, change attitudes, and motivate people to practice desirable behaviors. In health communication, the mass media are challenged not only to catch people’s attention amid tight competition but also to lead them to change health behaviors that are often already rooted, or to introduce a behavior that may be new or difficult (Randolph & Viswanath, 2004).
Over the last twenty years, research has invariably emphasized the role of fats and oils in our body. These benefits come from good fats like the polyunsaturated fatty acids (PUFAs), also called as omega fatty acids. It was emphasized that adequate intake of this fat could reduce the risk of sudden cardiac death, lower blood fats, slightly increase HDL-cholesterol (high density lipoprotein) concentrations, and reduce the proinflammatory and prothrombotic states that are often found in obese and insulin-resistant individuals (Wood, 2007).
Considering the ill-effects of high intake of dietary fat, medical and nutrition studies have often emphasized the need for communication and educational campaigns to reduce one’s dietary fat intake. In fact, a campaign conducted in Netherlands from1991 onwards indicated that the Dutch underestimate their personal fat intake and this has been identified as an important hindrance to a further reduction in fat consumption (van Wechem et al., 1998).
This need for campaigns was so evident at the Visayas State University (VSU), a premier state university in the Philippines, where a great number of its faculty, researchers and staff showed indicators of obesity. As mentioned earlier, a strategic approach to solve this problem was to reduce dietary fat intake.
Objectives
Generally, this study explored VSU faculty and administrative staff’s intention to reduce dietary fat intake. Specifically, it aimed to:
- Find out respondents’ socio-demographic profile, body mass index and exposure to information on dietary fats,
- Determine respondents’ socio-demographic profile, body mass index and exposure to information on dietary fats,Ascertain respondents’ knowledge of the risks of dietary fat,
- Determine respondents’ attitudes, subjective norm, perceived behavioral control and intention to reduce dietary fat intake, and
- Determine the relationship between respondents’ socio-demographic variables, exposure to information on dietary fat, knowledge of the risks of dietary fats, attitudes, subjective norm, perceived behavioral control, and intention to reduce dietary fat intake.
Theoretical and Conceptual Framework
The theory of planned behavior (TPB) by Icek Ajzen (1988, 1991) lends theoretical support to this study. According to Conner and Armitage (2001), TPB explains the factors that determine a person’s decision to perform a particular behavior. Ajzen (1988, 1991) said that this theory predicts deliberate behavior, because behavior can be deliberately planned (Ajzen, 1988, 1991).
In explaining TPB, Ajzen (1988, 1991) said that the best predictor of behavior is intention, the cognitive representation of a person’s readiness to perform a given behavior. It is not, therefore, surprising to find out the strong relationship between intention and behavior.
Intention, however, according to Williamson (2009) is influenced by a number of factors, including the person’s beliefs, the social pressure to conform to the wishes of others, and their perceived ability to carry out the action. In the literature, these are known as behavioral beliefs, salient referents and perceived behavioral control (Figure 1).
Williamson (2009) described behavioral beliefs as the link the between behavior and certain outcomes. Accordingly, a person’s attitude towards the behavior is determined by his or her evaluation of the outcomes associated with the behavior. In short, if the person positively assesses the outcomes and believes that the behavior will make him or her attain these outcomes, it is likely that he/she will perform the behavior.
Salient referents, otherwise known as subjective norms, refers to individuals or groups that exert influence the person’s behavior (Conner & Armitage, 2001). Simply stated, if the person believes that the individuals or groups will approve the behavior in question, say reduction of dietary fat intake, chances are that person will perform the behavior. Williamson (2009) said that important referents could be the person’s parents, spouse, partner, close friend, co-workers and, or anyone who will exert social pressure.
Perceived behavior control is referred to as the perceived ease or difficulty of performing the behavior (Williamson, 2009). This means that if a person perceives that he/she has the capacity perform the behavior, the higher is the likelihood that he/she will perform said behavior (Conner & Armitage, 2001). For example, if a person perceives that reducing dietary fat is hard, chances are they will not reduce dietary fat intake. On the other hand, if he/she sees that that reducing dietary fat intake is easy, there is high likelihood that he/she will do so.
Based on the above discussion, this study assumes that VSU faculty-researchers and administrative staff’s intention to reduce dietary fat intake is influenced by their attitude, knowledge, subjective norm and perceived behavioral control. In turn, their attitude, subjective norm and perceived behavioral control are affected by their socio-demographic variables, BMI, exposure to information on dietary fat and knowledge of dietary fat.
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Figure 1.The Theory of Planned Behavior by IcekAjzen (1988, 1991)
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Figure 2. Conceptualized relationship of variables.
Methodology
Study sites
This study was conducted at the Visayas State University (VSU), Visca, Baybay City, Leyte. Based on the medical examination conducted annually as a requirement for employment, some faculty and staff showed signs of obesity. VSU was, therefore, an ideal site for this study.
Research design and sampling procedures
This study followed a one-shot survey design. The respondents of this study were faculty researchers and administrative staff of VSU. A list of VSU faculty and administrative staff was obtained from the Human Resources Management and Development Office (HRMDO). From this list, 100% of faculty from research centers and 10% of the administrative were taken as respondents through the random sampling technique.
Results
Information Exposure and Knowledge Level. Results showed that respondents from the faculty group were more exposed than the administrative group in the various media: television, internet, magazines, books, newspapers, and interpersonal sources like friends, family members and officemates. More than half (55%) of the faculty had a high score in the knowledge test while only more than one-third (37.5%) of the faculty-researchers had high score. Only more than one-tenth (15%) of the faculty-researchers failed while most (32.5%) of the administrative staff failed the knowledge test.
Attitude Towards Reducing Dietary Fat Intake. Two-fifths (40%) of the respondents from both the faculty and administrative groups said thatthe statement “keeping my total fat intake between 20-25% is” is normal. The same trend was observed for the statement, “for me, keeping my trans-fat intake as low as possible”. More than two-fifths (45%) from the faculty members said it is just normal. Exactly one-fourth (25%) reported that it is easy, and only one-tenth (10%) found it very easy. On the statement “controlling my total calorie intake would be”, exactly two-fifths (45%) of the faculty and about one-third (32.5%) from the administrative group said it is normal.
The statement, “choosing seafood to replace some meat and poultry would be” easy for half (50%) of the respondents in the faculty group and normal for two-fifths (42.5%) of the administrative staff. As the statement, “I think replacing protein foods that are higher in solid fats with choices that are lower in solid fats and calories is”, more than two-thirds (60%) of the faculty and more than half (57.5%) said this is normal for them.
For the statement “making most of my fat sources from fish, nuts, and vegetable oils is” half (50%) of the faculty and more than half (57%) of the administrative group said this is normal. More than one-third (35%) of the respondents from the faculty members found it easy the statement, “limiting solid fats like butter, margarine, shortening and lard, as well as foods that contain these would for me be”. On the other hand, more than two-thirds (60%) of the administrative staff answered “normal”.
For the statement, “checking the nutrition facts label to keep saturated and trans-fat low is”, one-third of the respondents both from the faculty (35%) and administrative groups (30%) normal. The same trend was observed for the statement, “for me, maintaining a calorie balance over time would be” where two-fifths (40%) of the faculty and the administrative groups found this normal. This holds true for the statement, “consuming nutrient-dense foods and beverages is”. About half of the respondents from both groups found this normal.
Subjective Norm. Results showed a big number (65%) of respondents from the faculty group agreed to the statement, “My family tells me that I should limit my fat intake, so I should limit intake of dietary fat. No one strongly agreed to this statement. On the other hand, almost half of the respondents (45%) from the administrative group said that they strongly agree to the statement.
As to the statement, “My friends are all conscious about the amount of fat content in the food they eat, so I should follow them”, almost two-thirds (60%) of the respondents from the faculty-researchers agreed to the statement. From the respondents from the administrative group, the biggest number of them (42.5%) said that they agree to the statement. While the statement, “Most of my officemates suggest that I should reduce my fat intake, so I should follow them”, more than half of the respondents both from the faculty (32.5%) and administrative (52.5%) said they agree to the statement. In the statement “My friends tell me I should always check the nutrition facts label when buying groceries, so I should follow them”, exactly one-half (50%) of the respondents from the faculty (50%) and almost one-half (47/5%) said they agree to the statement. As for the statement “My family practices low fat diet, so I also practice it”, a good number (20%) of the respondents from the faculty said that they agree to the statement. On the side of the administrative staff, almost half (42.5%) said that they agree to the statement.
Perceived Behavioral Control. On the statement “if I want to, I can reduce my fat intake starting tomorrow”, more than two-fifths (45%) of the faculty agreed. About the same number from the administrative staff (47.5%) also agreed to the statement. For the statement “I have control over my ability to reduce my fat intake by eating vegetables during breakfast and supper, more than two-thirds (65%) from the faculty and slightly half (52.5%) from the administrative staff agreed to the statement.
As regards the statement, “for me, to reduce my fat intake starting tomorrow would be easy”, half of the respondents from the group (50%) and two-fifths (40%) from the administrative group agreed to the statement. On the statement “I believe I have the budget I need for me to be able to purchase foods that have less fat content”, an almost the same number of respondents from the faculty (45%) and administrative groups (45%) agreed. On the statement “it is mostly up to me whether or not I will reduce my dietary fat intake”, exactly half (50%) of the faculty respondents (50%) and more than an two-fifths of the respondents from the administrative group (45%) agreed
Respondents’ Behavioral Intention. More than two-thirds (65%) of the faculty group said they intend to reduce intake of dietary fat. A bigger number (80%) from the administrative also indicated an affirmative answer. As regards the time to start, three-fourths (75%) of the facultygroup said that they will start reducing their fat intake, while more than four-fifths (82.5%) from the administrative group will start reducing their fat intake. Among those who said yes, most (30%) respondents from the faculty group admitted they have started fat intake reduction already, more than one-tenth (15%) said they will start next week, and the rest said they will reduce fat intake as soon as possible (10%).
In terms of stages of change, half (50%) of the respondents from the faculty are already at the action/maintenance stage, one-fifth (20%) are in pre-contemplation stage, and an equal number of respondents from the faculty-researchers group are in the contemplation (15%) and preparation (15%) stages. For the administrative staff, slightly more than half (52.5%) of them are in the contemplation stage, less than one-third (32.5%) are already at the action/maintenance stage, and the rest (15%) are still at the pre-contemplation stage.
Relationship of Variables. Results showed that household income had correlation with perceived behavioral control (r=-314, p<.05). Interestingly, the correlation is negative, indicating that the higher the household income, the higher was the respondents’ perceived control. Results also showed that knowledge of the risks of dietary and information exposure correlated with intention to reduce dietary fat (r=.390, p<.05 and r=.329, p<.05, respectively). Results further showed that these correlations are positive and according to Finn (1991) are moderate correlations. These results indicate the higher the respondents’ knowledge of the risks and the higher their exposure to information on dietary, the stronger is their intention to reduce dietary fat intake.
Implications and Recommendations
In general, respondents showed positive attitude towards reducing dietary fat, find support from people close to them and perceived themselves as capable of reducing dietary fat. Fortunately, some respondents had normal BMIs that of overweight and obese. The challenge, therefore, for efforts that aim to promote the well-being of government workers like these respondents could be of help by providing support in translating these attitudes into action.
An interesting result from this research is the significant negative relationship between respondents’ household income and their perceived behavioral control. This finding means that the higher the household income, the lower is their perception of their ability to reduce dietary fat intake. One possible explanation for this could be the perception that when you have high income, with the pervasiveness of advertising, one will always be tempted to buy food items that are even high in fats. Disseminating information that could reverse this perception is needed.
Information exposure and knowledge of the risks of dietary fact are significantly and directly related to intention to reduce dietary fat intake. This is good news for communicators and health educators. This simply means that to encourage reduction of dietary fat intake and attain well-being, concerned organizations have to aim at increasing people’s knowledge level via appropriate information strategies.
At this time, the above recommendation should be pursued to reach out the administrative group of this study. Based on the results, their information exposure is low. This information exposure could explain why they have low knowledge of dietary fat.
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