Table 5.

Risk theory characteristics by high and low consumers of fruit and vegetables.

Concept	Level of Fruit and Vegetable Consumption	Verbatim Quotes
Knowledge of risk	High	If you have a bad diet, then you are going to be unhealthy (London, C, 24 years)
	Low	I am (not) helping my way to diabetic really because I do get quite a lot of exercise (Norfolk, F, 20 years)
Benefit of eating fruit and vegetables	High	(...) being that large isn’t good for your heart and health so vegetables is the way (London, C, 22 years)
	Low	I don‘t know really, I’m not educated enough (London, E, 23 years)
Dread of illness	High	We don’t want to be all fat and having heart attacks at 40 (...) so we stick to fruit (London, C, 18 years)
	Low	I am hoping I haven’t got it (high cholesterol) (Norfolk, H, 18 years)
Familiarity with disease	High	(...) my auntie has diabetes, cancer (...) (Norfolk, G, 18 years)
	Low	High cholesterol (...) Granddad and my mum (...) me and my brother had to be tested for it (Norfolk, F, 18 years)
Immediacy of risk	High	(...) I do it now you are going to be able to live a really long life (Norfolk, H, 24 years)
	Low	Live for today (Norfolk, G, 21 years)
Trust in health promotions	High	I trust Sally [his partner and nutritionist], I‘d probably pay more attention than a sign in a supermarket. I‘ll probably look into it and find out really ( Norfolk, G, 18 years)
	Low	(...) people will think it’s the government nagging other people to lose weight (Norfolk, G, 21 years)