Objective: This study aimed to provide insights into vegetable consumption behavior of urban Nigerian consumers across different Socio-Economic Classes (SEC), their main food choice motives, and the associations of these motives and other drivers with vegetable consumption. Methods: An online survey was conducted in which 1220 women from Lagos (N = 808) and Ibadan (N = 412) metropolis from different SEC participated. Results: On average, respondents reported to consume 2.6 portions of vegetables per day. Most vegetables were bought at open and traditional markets, were bought fresh rather than processed, and were consumed cooked. Respondents from the second richest and upper middle SEC consumed most vegetables () and higher SEC consumed a larger variety of vegetables compared to those from lower classes. Respondents who reported to have a higher knowledge of vegetable consumption, had a higher belief in one’s own ability to prepare vegetables (self-efficacy), and those that valued the food motive Mood and Health more, reported a higher vegetable intake. Conclusions: Vegetable consumption in the studied cities in Nigeria was below recommendations. Increasing knowledge and self-efficacy might be a way to increase consumption, especially in combination with interventions in the food environment and product design focused on the motives Health and Mood, and considering the importance of differences between SEC.

A targeted approach to increase fruit and vegetable consumption, considering the heterogeneity of food choice motives across consumers and across contexts, is expected to be more effective than the often used 'one-size-fits-all approach'. Therefore, the current study aims to increase understanding of consumers' food choice motives across contexts, to identify consumer segments based on these motives and to gain insights in fruit and vegetable consumption, perceptions and demographic characteristics of these segments. An online survey was conducted in May 2015 among consumers in the Netherlands, Germany, France, the United Kingdom, Poland, Spain, Greece, Croatia and Serbia. 3064 participants completed the survey on fruit and 2998 participants completed the survey on vegetables. Four segments were identified, differing in their focus on present versus future food choice motives for main meals at home and for other contexts. The segments differed in their consumption, perceptions of fruit and vegetables and in their demographic characteristics. Implications for targeted approaches to increase fruit and vegetable consumption are discussed.

Purpose: More tailored interventions and campaigns are needed to increase fruit and vegetable consumption to recommended levels. The purpose of this paper is to explore which consumer groups exist based on both their fruit and vegetable consumption level and their health-related motive orientations (HRMO), and to compare the revealed consumer clusters regarding their fruit and vegetable product attribute importance. Design/methodology/approach: In the Netherlands an online panel survey was carried out resulting in 1,296 respondents. The clusters based on HRMO and fruit and vegetable intake are profiled with respect to demographics and product attribute importance. Findings: Cluster analysis revealed six homogeneous consumer clusters with different HRMO and fruit and vegetable consumption levels. In addition, these clusters show a different socio-demographic profile and differ in their importance ratings of fruit and vegetable product attributes. Practical implications: The results show that health is a multidimensional construct suggesting that there is a need for addressing health in interventions and campaigns in a more tailored approach. Originality/value: This study shows that the combination of both usage- and psychographic segmentation variables provide valuable and interesting information that give insights in addressing different target groups. Moreover, this study elaborates on previous research by showing that health is a multidimensional construct and that Dutch consumers differ in their HRMO.