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This study determines the impact of demographics, dietary and health knowledge, and food culture on fruit and vegetable consumption of college students in Arkansas and Florida. Our empirical analysis demonstrates that food culture significantly impacts consumption of fruits and vegetables; a finding which emphasizes the need to target cultural aspects when developing effective and efficient management of agribusiness firms. Understanding the antecedents to consumption for products like fruits and vegetables is important to agribusiness industry, policy makers and organizations interested in evaluating the effectiveness of health education in promoting college students’ health and decreasing the trends to obesity.

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