Strategy to increase vegetable and fruit consumption during Covid-19 crisis. A case study of: New Generation’s opinion

Abstract

The research aims to study consumption behavior and strategies, including drivers to promote consumption of fruits and vegetables of the new generation during the Covid-19 situation because only 6.8% of children aged 6-14 meet the minimum 400-600 grams/day of fruit and vegetable consumption standards set by the FAO/WHO. While the consumption of fruits and vegetables is beneficial to health and teenagers are important for the country. The consumption behavior of consumers in the same age group tends to have similar consumption behaviors. In addition, engaging feedback from consumers tends to has a high chance of receiving a response and the new generation are often highly creative, therefore, this research conducted a survey for opinions from 126 KMITL undergraduate students who study Modern Management & Leadership class in term 2/2564 as stakeholders in the age of the new generation. The research suggests "Strategies to promote the consumption of vegetables and fruits and suggest strategies during the Covid-19 situation” from open-ended questions. The results of the research have suggested 10 strategies including (1) Using slogans and soft power to communicate (2) Educating about the importance and value of not eating vegetables and fruits (3) Encouraging fruits and vegetables consumption for children (4) Promoting processing fruits and vegetables (5) Pricing strategies (6) The use of technology for management (7) To encourage restaurants to Increase the use of vegetables in cooking (8) Online distribution strategies, (9) Waste reduction strategies, and (10) Strategies to promote safe eating of vegetables.