Education on how to increase fruit and vegetable consumption in an affordable way such that no further expense, in money or effort, is incurred has been proposed as a solution. Efforts of governments, public health authorities, producers and retailers to promote fruit and vegetable dishes as value for money could also make a positive contribution to dietary change.Time constraintsLack of time is frequently mentioned for not following nutritional advice, particularly by the young and well educated. People living alone or cooking for one seek out convenience foods rather than cooking from basic ingredients. This need has been met with a shift in the fruit and vegetables market from loose to prepacked, prepared and ready-to-cook products. These products are more expensive than loose products but people are willing to pay the extra cost because of the convenience they bring. Developing a greater range of tasty, convenient foods with good nutritional profiles offers a route to improving the diet quality of these groups.⦁Models for changing behaviour determinants of food choiceHealth Behavioural ModelsUnderstanding how people make decisions about their health can help in planning health promotion strategies. This is where the influence of social psychology and its associated theory-based models play a role. These models help to explain human behaviour and in particular to understand how people make decisions about their health. They have also been used to predict the likelihood that dietary behaviour change will occur. This section focuses on a select few.⦁What is The Health Belief Model (HBM) and the Protection Motivation Theory to influnce food buyers' food choice behavior ?