Feb 27, 2012

Fruit and vegetable buying habits: Study suggests price isn’t main influencer

Surroundings have more to do with consumers’ produce-buying habits than price, according to a study by RTI International and George Washington University.

Published in the February issue of Public Health Nutrition, the study examined the connection between three characteristics of the food shopping environment – quality, selection and convenience – and the dietary intake of fruits and vegetables among inner-city, low-income residents.

Results showed that participants who shopped in stores, co-ops or farmers’ markets that were convenient and offered high levels of quality and selection were more likely to eat three or more servings of fruit and vegetables a day.

"We found that low-income shoppers do not simply make dietary choices based on cost and availability," said RTI research psychologist Jonathan L. Blitstein, Ph.D., lead author of the study. "Shoppers also consider less tangible aspects of the food shopping environment that relate to quality and satisfaction."

Another finding: shoppers who made six trips to the store per month ate more fruits and veggies than those who shopped an average of once a week.

The researchers conclude that efforts to promote healthy eating by increasing access to fresh fruits and vegetables should be guided by an understanding of the importance of personal, subjective assessments of the food shopping environment.

"Working with local retailers to improve shopping convenience and provide a good selection of quality food items may influence consumers’ overall fruit and vegetable intake, independent of price and availability," Blitstein said.