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Australian consumer perceptions of regionally grown fruits and vegetables: importance, enablers, and barriers

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Godrich, S, Kent, K ORCID: 0000-0002-5330-7044, Murray, SL ORCID: 0000-0002-2261-7840, Auckland, S ORCID: 0000-0001-7972-0227, Lo, J, Blekkenhorst, L, Penrose, B ORCID: 0000-0001-9604-4953 and Devine, A 2020 , 'Australian consumer perceptions of regionally grown fruits and vegetables: importance, enablers, and barriers' , International Journal of Environmental Research and Public Health, vol. 17, no. 1 , pp. 1-16 , doi: 10.3390/ijerph17010063.

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Abstract

Fresh fruits and vegetables are a cornerstone of a balanced diet; their consumption has health, environmental, ethical, and economic implications. This pilot study aimed to: (i) measure fruit and vegetable consumption; (ii) understand consumer perceptions of the perceived importance of regionally grown fresh fruit and vegetables (RGFFV); and (iii) identify the barriers and enablers of access and consumption of RGFFV. The study took place in Tasmania (TAS) and South Western Australia (SWA). A 54-item survey included questions relating to purchasing and consumption patterns; barriers and enablers related to access and consumption of RGFFV; and sociodemographic information. Survey data were analyzed using Chi-square test and binary logistic regression. A total of n = 120 TAS and n = 123 SWA adult respondents participated. SWA respondents had higher intakes of fruit (p p < 0.001). Almost all respondents (97%) rated purchasing of RGFFV as important. Top enablers included produce freshness (97%), and to financially support local farmers (94%) and the local community (91%). Barriers included limited seasonal availability of the produce (26%), the belief that RGFFV were expensive (12%) and food budgetary constraints (10%). Recommendations include broader marketing and labelling of seasonal RGFFV; increasing 'buy local' campaigns; consumer information about how RGFFV benefits producers and communities; and pricing produce according to quality.

Item Type: Article
Authors/Creators:Godrich, S and Kent, K and Murray, SL and Auckland, S and Lo, J and Blekkenhorst, L and Penrose, B and Devine, A
Keywords: fruit, vegetable, regional, rural, provenance
Journal or Publication Title: International Journal of Environmental Research and Public Health
Publisher: MDPIAG
ISSN: 1660-4601
DOI / ID Number: 10.3390/ijerph17010063
Copyright Information:

Copyright 2019 The Authors. Licensed under Creative Commons Attribution 4.0 International (CC BY 4.0) https://creativecommons.org/licenses/by/4.0/

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