The effectiveness of a strategic social marketing program on promoting vegetable consumption among people at risk for type 2 diabetes mellitus
Keywords:
Strategic social marketing, Vegetable consumption, Prediabetes, Fasting blood glucose, Type II diabetesAbstract
The purpose of this quasi-experimental study was to investigate the effectiveness of a vegetable consumption promotion program by applying a social marketing strategy among people who are at risk for type 2 diabetes mellitus in Muang District, Nakhon-Nayok Province. A total of 75 participants at risk for type 2 diabetes, were enrolled using purposive sampling and divided into one experimental group (n = 37) and one control group (n = 38). The experimental group attended a vegetable consumption promotion program applying a social marketing mixed strategy. This strategy applies the 4P's (Product, Price, Place, and Promotion). The control group obtained the program information via a pamphlet.
The results revealed that the mean daily vegetable consumption of the experimental group after attending the program increased to 143.79 ± 62.60 grams (p-value < 0.001) and which was significantly higher than the mean vegetable consumption ofthe control group (p-value < 0.001). Moreover, the mean fasting blood glucose level of the experimental group, after the program was lower than the control group level at 9.03 ± 8.23 mg/dL (p-value < 0.001). These results indicate that this promoting vegetable consumption program applied a social marketing strategy to the diabetes-risk group can increase vegetable consumption behaviors, which is one of the factors that reduce blood sugar levels. This program can help to reduce or prolong the duration of diabetes in the diabetes-risk group when practicing regularly.
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