Australian Consumer Perceptions of Regionally Grown Fruits and Vegetables: Importance, Enablers, and Barriers

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 < 0.001) and vegetables (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.

Definitions, Sources and Self-Reported Consumption of Regionally Grown Fruits and Vegetables in Two Regions of Australia

“…The study was conducted in two Australian regions; the state of TAS and the SWA region, which encompassed the South West and Great Southern regions of WA [29] (Figure 1). Despite being geographically far apart, TAS and SWA have similar fruit and vegetable production when compared to other states and territories (previously described in [25]). The importance of consumer perspective in alternative food systems research should not be underestimated, as the information associated with agricultural and business practices is limited.…”

“…For consumers, food quality remains the most important motivator for consumer purchases. Other positive attributes related to buying regionally grown produce at farmers' markets also include to financially support local farmers and their community [25,42].…”

“…A recently published manuscript [25] utilized data collected concurrently with this study and described consumer perceptions of the perceived importance of RGFFV and the barriers and enablers related to their access and consumption.…”

“…There is a significant body of research on the perceived benefits to consumers who purchase and consume regionally grown foods both internationally [22][23][24] and in Australia [25]. However, there is limited research detailing more wide-spread consumption patterns of regionally grown foods.…”

Access to Information Technologies and Consumption of Fruits and Vegetables in South Africa: Evidence from Nationally Representative Data

“…In South Africa, NCDs contributed to 51% of all deaths in 2016 [1]. Unhealthy diets, which involve a low intake of fruits and vegetables, on one hand, and an excess intake of fat, sugar, and salt on the other, are a major cause of diet related NCDs in many countries, including in South Africa [2,[4][5][6][7][8][9]. According to [7], the risk posed by unhealthy diets to morbidity and mortality exceeds that of the combined effect of unsafe sex, and alcohol, drug, and tobacco use.…”