WIC Participants’ Perceived Behavioral Control, Attitudes Toward, and Factors Influencing Behavioral Intentions to Redeeming Cash-Value Vouchers at Certified Farmers Markets

Abstract

Background: The California Supplement Nutrition Program Women, Infants and Children (WIC) offer a Cash-Value (CV) voucher for the purchase of fresh fruits and vegetables that can be used at Certified Farmers’ Markets (CFM). Purpose: The purpose of this study was to identify factors associated with redeeming WIC CV vouchers at (CFM) among English and Spanish speakers. Methods: This was a cross-sectional study; in which Theory of Planned Behavior constructs were included in a self-report survey. Data were collected from women (n=252) at three rural northern California WIC clinics for two weeks. Results: Proportionately more Spanish speakers had greater perceived behavioral control for redeeming CV vouchers at CFM. Not enough variety of produce offered (p