Psychosocial determinants of fruit and vegetable consumption among adults: Results of focus group interviews

Abstract Fruit and vegetable (F & V) consumption is supposed to be associated with the prevention of chronic diseases. To tailor nutrition education aimed at increasing F & V consumption to the needs and beliefs of subjects in the target population, it is important to obtain information about what motivations people have for consuming or not consuming F & V. But hardly any studies on psychosocial factors related to F & V consumption have been reported. Therefore, an explorative study was conducted, using focus group interviews as the method for data collection, in order to identify relevant beliefs related to F & V consumption among Dutch adults. Six different general issues were identified as important in relation to F & V consumption. Satisfaction, and especially taste; perceived health consequences; social influences; skills and barriers; habit; and lack of awareness of health consequences or the recommended consumption rates were brought forward during the interviews as determinants of F & V consumption.

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