FACTORS AFFECTING FRUIT CONSUMPTION OF UNIVERSITY STUDENTS IN HO CHI MINH CITY

Abstract

With the aim of investigating the factors associated with fruit consumption among the variables of health concern, price, quality, taste preference, family, availability and convenience. This study was conducted based on quantitative research method. The analysis was conducted on data obtained from 341 online survey respondents. The results of the study indicate that except for the two variables price and convenience, the remaining variables all have a significant direct and indirect impact on the frequency of fruit consumption. Both mediating factors, attitude and eating habits, have been determined to have a direct influence on fruit consumption, in which the habit factor has a great influence. The findings from this study are expected to contribute to further research in the same field, to raise awareness about fruit intake as well as to help fruit distributors and marketers improve the amount of fruit sold.