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This study was to investigate the consumption pattern, behaviors, and motivational attitudes related to fruit and vegetables. Data were collected from 344 mothers whose children were attending an elementary school and a middle school in Kimcheon. The average vegetable expenses were under 10,000 won per week. The frequency of purchasing vegetables was 2-3 times a week. Housewives usually bought the vegetables at local markets and grand shopping centers. As for buying vegetables, housewives considered the organic vegetables, preference, price, and nutrition in order. In the family, the vegetables were favored by husbands most and by sons least. The average fruit expenses were under 10,000 won per week. The frequency of purchasing fruit was 2-3 times a week. Housewives usually bought the fruit at local markets and grand shopping centers. As for buying fruit, housewives considered preference, price, and nutrition in order. The fruit were favored by all members most and by husbands least. Housewives identified barriers to increasing vegetables and fruit consumption, including preference for other foods, lack of availability, cost, and time and effort to prepare. Several implications for nutrition interventions were suggested. First, a key motivation for these women was eating healthy food when they are pregnant, suggesting a persuasive appeal to use in interventions. Second, review of the women´s current behaviors led to an identification of four specific behaviors that had the most potential for increasing overall consumption. Finally, the findings suggested ways in which nutrition interventions could address each of the barriers identified.
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