Table 3.

Self-efficacy for fruit and vegetable consumption.

Characteristic	Level of Fruit and Vegetable Consumption	Verbatim Quotes
Cooking skills	High	I have to plan mine a lot, plan my meals for the next day (London, C, 24 years). I just make all the sauces more or less the same but like change them slightly so, it is easy, all in one pan (London, C, 22 years).
	Low	(...) now I have to actually cook for myself It is just easier to stick something in the oven (London, D, 24 years). (...) rubbish at cooking (London, D, 24 years).
Time and effort	High	Fruit, it’s there and I can eat it while I am driving, it’s convenient (London, D, 19 years).
	Low	(...) takes a bit more time (preparing vegetables) than just going off and getting a chocolate bar (London, B, 18 years).
Availability of fruit and vegetables	High	It has always been there (...) Go grab an apple (London, C, 21 years). You can go down most high streets and there is bound to be a fruit and veg store (London, C, 21 years)
	Low	There is never really that much fruit and veg in our house Norfolk, F, 20 years). It’s finding the nice ones in the supermarket as they usually get damaged when being shipped (London, C, 24 years).
Perceived cost of fruit and vegetables	High	I can go and buy apples for the same price (as a chocolate bar) and it will last me from the morning all the way till the evening (London, B, 19 years).
	Low	You go to a shop and look at the prices sometimes and think its 40p for an apple, 40p for a chocolate bar, chocolate bar tastes nicer though (London, D, 20 years).