Browsing by Subject "tipaton tammikuu"

Introduction: Dry January and meatless October are campaigns or phenomenon that promote people to abstain from alcohol or meat for one month. Most people in Finland drink alcohol and meat has traditionally been a part of every meal. These campaigns challenge people to consider if these traditions and cultural manners are relevant. In this master’s thesis these campaigns are referred as social challenges. This thesis is part of the LoCard research project, which aims to investigate the possibilities of loyalty card data in health research. Objects: The aim of this study was to examine associations between social challenges and alcohol or meat purchases, and if the associations differed by gender, age, education and region. Materials and methods: This study was based on the LoCard purchase data from September 2016 to December 2018. The data consisted of purchases of 23 279 maincardholders who reported making more than 60 % of their purchases in S-group shops, and who had bought alcohol or meat. Given large data and long time span, visual observation of monthly changes in food purchases was used. Sociodemographic determinants of social challenges were analyzed by logistic regression analysis. Both analyses were conducted separately for alcohol and meat. Results: Almost 60 % of consumers did not buy any alcohol in January 2017 and 2018. About a quarter of subjects cut out their meat purchases by 30 % comparing to the average of whole 28-month period. Women, youngest age group (18–29) and consumers with high education compared were most likely to quit alcohol purchases during January. Youngest age group (18–29), people living in Greater Helsinki, and ones with high education most likely to reduce their meat purchases in October. Conclusion: There is a possible association between social challenges and alcohol and meat purchases, and it varies between different sociodemographic factors. The purchase data do not directly indicate true consumption of alcohol and meat and, therefore, it was not possible to measure actual participation to social challenges. People also buy alcohol and meat from restaurants and other shops. It might be possible to change food behaviour using social challenges.