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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 Hirschman 1982 or by appearance and self-esteem Hayes and Ross 1987 Research into this area has to include motivation to consume as well as other psychological factors There is also a clear need to incorporate the social influences on fruit and vegetable consumption such as the influence of the family It is also clear from the literature that understanding of the process from motivation or behavioural intention to consumption or behaviour is weak in general While studies have looked at the barriers to fruit and vegetable consumption Cox et al 1995 Anderson et al 1994b there has been no study which has systematically considered these as intervening variables influencing consumption Given these gaps in the literature the present research focuses on modelling fruit and vegetable consumption Multivariate approaches such as discriminant analysis and log linear analysis are available to establish the most salient variables influencing consumption which provides the basis of a model of how these variables influence fruit and vegetable consumption behaviour Understanding non- or low-consumption of fruit and vegetables is central to this thesis models of
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