Facilitators and Barriers to Fruit and Vegetable Consumption: A Qualitative Study of the Perceptions of the Public and Experts/Policymakers

Abstract

Purpose: To map perceptions and knowledge among the public and experts/policymakers regarding the low levels of fruit and vegetable consumption in Bangladeshi society, and to identify the facilitators and barriers to increasing the consumption of these food sources. Design/Methodology/Approach: The empirical investigation involved two specific groups: the public and experts/policymakers. Interviews were conducted with expert/policymaker key informants, and focus groups were organized with the public in selected rural and urban areas of Bangladesh. Thirty public-consumers aged 18 and over, and seven expert/policymaker key informants. Using the results of these sessions, a modified mental model approach was employed to help formulate perception and knowledge models, and pertinent juxtapositions were identified. Findings: The public relies on first-hand experience, while the experts/policymakers depend more on scientific-technical knowledge. Additionally, the public holds several misconceptions relating to the recommended daily intake of fruits and vegetables, as well as food safety concerns. Furthermore, the experts/policymakers are inclined to suggest a ‘one size fits all’ solution that is likely not appropriate for the Bangladeshi context. Practical Implications: Considerable perceptual gaps exist between the public and experts/policymakers regarding the low levels of fruit and vegetable consumption in Bangladesh. Thus, experts/policymakers must work to improve communication with the public, as this will lead to greater engagement and, consequently, the formulation of more effective policies for increasing fruit and vegetable consumption in Bangladesh. Originality/Value: This study fulfils an identified need to study the facilitators and barriers to fruit and vegetable consumption in the face in increasing non-communicable diseases in Bangladesh, and identifies the existing gaps in knowledge and perceptions of the public and experts/policymakers.