Fruit and veg consumption

A detailed Summary of Fruit and veg consumption

Attempts so far to examine fruit and vegetable consumption have been limited, mainly examining those with low fruit and vegetable consumption or examining the behaviour within the framework offered by the attitude models described earlier in this chapter. A shortcoming of many of the studies outlined above, is that a starting point is often assumed where the main facilitator of fruit and vegetable consumption is that individuals are motivated to eat fruit and vegetables largely for health reasons, and therefore the behaviour is explored within this narrow context. An important aspect of food choice, omitted from the attitudinal models, is the experiential or hedonic motivations for consumption. It may be the case that health beliefs are important in influencing fruit and vegetable consumption (as featured in the work of Brug et al, 1995), but fruit and vegetable consumption may be motivated by hedonics (Holbrook and Hirsch

It is not possible from the literature discussed to compile a comprehensive list of salient factors influencing fruit and vegetable consumption, in particular the factors which facilitate consumption. Further, it is not clear how consumers and non-consumers of fruit and vegetables differ in terms of the factors, i.e. there is no indication of how these interact to influence behaviour. Lastly, it appears that the framework proposed by Bagozzi (1988) for considering achievement of behaviour, may be a useful starting point for guiding the research, since that framework focuses on the important variables intervening between behavioural intention and behaviour. Studies using the Theory of Planned Behaviour have already suggested that perceived behavioural control (which embodies situational factors influencing behaviour) is fairly important. The goal directed approach would place the focus of the research firmly in the context o

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Approximate Word count = 625
Approximate Pages = 3 (250 words per page double spaced)

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