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 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 of exploring these intervening variables enabling or constraining execution of the behaviour (i.e. consumption of fruit and vegetables).