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)