This study, based on original data collection and the creation of tailored educational videos specifically produced for this research, investigates the effectiveness of short consumer education videos in shaping students’ intentions to increase fruit and vegetable consumption. The interventions included a control group and varied in framing: neutral (informational), positive (gains), and negative (losses). Cultural orientations, measured by Hofstede’s dimensions, were also tested as potential moderators. Data were collected from over 400 students at a large public university using a randomized between-subjects design. Results show that positively framed videos significantly increased intentions compared to control, while neutral and negative framings had little effect. Cultural orientations, particularly long-term orientation and uncertainty avoidance, strongly predicted higher intent, and female students reported greater likelihood than males. These findings highlight the importance of message framing and cultural context in promoting healthier eating intentions. By linking consumer education, culture, and nutrition, this study offers evidence for scalable, low-cost interventions that resonate with diverse student populations and support ACCI’s mission to enhance consumer and family well-being.

Accepted Oral Presentation