Smart shoppers tours: Outcome evaluation

Smart Shoppers Tours were offered to mothers on limited incomes in southeast Dallas in 1995-96. Based on focus group data and the Food Guide Pyramid, the series of three tours was designed to increase the purchase of healthy foods by mothers on limited incomes. Based on the Theory of Planned Behavior and Self-efficacy Theory, the strategies addressed attitudes, self-efficacy and knowledge in peer-led tours to foster an intent to purchase healthier foods leading to improved food purchasing behaviors, including use of the nutrition label and unit price. The objective of the outcome evaluation was to measure changes in each construct mentioned above. A questionnaire measuring each of these aspects was administered at ticket issuance and approximately 2 months later. Pre-tour data are available on 557 individuals, 242 of whom attended tours; post-tour data are available on 114. When pre- and post-tour data were compared, knowledge and skill increased, attitudes regarding purchasing healthy foods on a limited income improved, and intent to purchase healthy foods increased. Self-reports and a home food inventory suggest improved food put-chasing. Based on structural modeling, a path model that resembles but is not identical to the Theory of Planned Behavior and Self-Efficacy Theory is suggested.