| Summary: | Fruit and vegetable consumption determinants among individuals living in two areas of rural south west England were identified using a retail survey, qualitative study and an individual survey. Fruit and vegetable items were assessed using a shopping basket methodology; results showed supermarkets were the cheapest and convenience stores the most expensive store-types with quality, range and availability best in supermarkets. Focus groups were used to elicit beliefs underlying intention to consume Government recommended quantities of fruit and vegetables each day and understand rural individuals' food shopping patterns. Based on these results a postal questionnaire was administered among 1000 rural individuals (response 40.6%) collecting information on TPB variables towards intention to consume five portions of fruit and vegetable each day, actual fruit and vegetable consumption behaviour, food shopping behaviour patterns and demographics. All TPB variables were found to be good predictors of intention with self-efficacy and attitude the strongest predictors: some support was found for the inclusion of self-identity and descriptive norm in healthy eating TPB models. Individual survey data were analysed using descriptive and regression techniques exploring relationships between socio-economic/demographic factors, food shopping patterns, underlying beliefs and fruit and vegetable consumption. Gender, socio-economic status, age, healthy eating knowledge and growing fruit and vegetables predicted fruit and vegetable consumption; groups at risk of under-consuming were men, low/middle socio-economic status, low healthy eating knowledge and younger. No food shopping behaviour patterns predicted fruit and vegetable consumption behaviour and the level of retail provision had no significant effect on consumption. It is suggested that rural 'food deserts' may not exist spatially; they are limited to individuals dependent on less than ideal local retail provision. Beliefs predicting increased fruit and vegetable consumption were: 'fruit and vegetables are inexpensive', 'have good storage capacity' and 'enough time to shop', 'five portions reduces heart disease risk' and 'is enjoyable'.
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