[[abstract]]The purpose of this research was to develop the model of factors influencing fruit and vegetable(f&v) intake behavior among college students in Taiwan. Qualitative and quantitative methods were combined in this research. In study one, focus group interviews were conducted to help develop conceptual model and quantitative measures. In study two, a questionnaire survey was used to collect the quantitative data. Structural Equation Modeling was employed for model testing and parameter estimations. Six focus group interviews were conducted. Three levels of influence were identified: intra-personal influences, inter-personal influences and physical environmental influences. The sample of questionnaire survey included 1071 students. The results were as follows: 1.The average daily vegetable/fruit consumption frequencies were 2.17/.94 times. F&V consumption was positively associated with more advanced stages of change. 2.After model modification, the proposed model was tested with two random splits of the data. Results indicated adequate fit of the model for each of the data sets. 75% of the variation in f&v intake behavior was explained by the model. The strongest correlate of f&v intake was availability, and self-efficacy next. 3.The relationship between social support and f&v intake was partially mediated by self-efficacy. The moderating effects of availability were demonstrated. In conclusion, college students’ f&v intake is affected by multiple levels of influence. Recommendations for the future research are made as well.
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