This thesis investigates the factors affecting fruit and vegetable intake in rural and urban Bangladesh to explore how the consumption of these foods relates to the widespread presence of non-communicable diseases (NCDs). Data was collected from consumers and policymakers/experts through questionnaires, key informant interviews, and focus group discussions, with the results being analyzed via quantitative and qualitative techniques. The present study has three key objectives: i) to assess the economic factors that influence fruit and vegetable consumption; ii) to examine the non-economic determinants (socio-demographics, social prejudices, and practices) of fruit and vegetable consumption; and iii) to map the perceptions and awareness of 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.

The results of this study revealed that people were inclined to buy more meat and fish instead of fruits and vegetables when their incomes increased. In addition, price responsiveness to different products (especially rice) was generally higher in rural areas, which suggests that income differences are significantly higher in these areas. Overall, gender had no significant influence on fruit and vegetable intake, although women who identified as housewives tended to consume lower levels of these foods. On an average, 75-92% of study participants did not consume the recommended five servings of fruits and vegetables each day; however, there was a significant correlation between higher income and increased fruits and vegetable consumption. The perceptions of the public and experts revealed that the public generally understood and addressed their problems via first-hand experience, while the experts/policymakers relied heavily on scientific knowledge. The wide gaps in the perceptions of these groups can only be minimized through appropriate dialogue between the public/stakeholders and experts/policymakers. Therefore, government agencies and NGOs in Bangladesh should divert resources to increase education and employment opportunities (especially for women) in rural areas and on developing targeted interventions that consider geographic (urban-rural) and cultural differences.