Abstract
BACKGROUND: This study examines the relationship between households' fruit and vegetable purchasing frequency and their socio-demographic characteristics and attitudes, with a focus on Eastern Türkiye's Van province, a region underrepresented in existing literature. OBJECTIVE: To explore how socio-demographic and attitudinal factors influence the frequency of household fruit and vegetable purchases. METHODS: Methodologically, the research employs a Chi-square test of independence to compare households' fruit and vegetable purchasing frequencies across four categories: never, twice a month, once a week, and more than once a week. To further analyze the determinants of purchasing frequency, an ordered probit model was utilized. This econometric approach was applied to obtain coefficients used in calculating marginal effects and probabilities. RESULTS: The empirical results reveal significant influences of various household characteristics on fruit and vegetable purchasing frequency. Household income, fruit and vegetable expenditure, employment and insurance status of the household head, perception of sufficient fruit and vegetable consumption within the household, and fruit and vegetable consumption by children in the household were found to positively affect the frequency of household fruit and vegetable purchases. Conversely, the age of the household head was found to negatively impact the frequency of fruit and vegetable purchases. Given the behavioral elements involved in food purchasing, this study also incorporates attitudinal and perceptual factors that may reflect bounded rationality beyond classical utility theory. CONCLUSION: This research contributes to both public health and behavioral economics literature by integrating socio-demographic and psychological variables into the analysis of purchasing behavior. The findings suggest that multifaceted approaches may be necessary to effectively increase fruit and vegetable consumption, including economic interventions, educational programs, and targeted interventions for specific demographic groups such as older adults. The results also offer empirical support for developing regionally tailored strategies in under-studied areas like Van.