Barriers and facilitators to fruit and vegetable consumption: A TDF-based analysis in Bulgaria

Fruit and vegetable (F&V) consumption in Bulgaria is critically low-among the lowest in the European Union. This study applied the Theoretical Domains Framework (TDF) to identify key barriers and facilitators of F&V intake among 306 Bulgarian adults. A cross-sectional survey measured TDF-derived beliefs and self-reported F&V consumption. Multiple regression analysis revealed that beliefs about consequences and peer social influences were the strongest predictors of intake frequency. Participants who recognised the health benefits of F&V and perceived healthy eating as common among their friends reported higher consumption. These findings were systematically mapped onto the Behaviour Change Wheel (BCW) to guide the development of future interventions. The results underscore the importance of addressing both individual beliefs and social norms when designing public health strategies. A theory-driven, context-sensitive approach may help increase F&V intake and reduce the burden of diet-related disease in Bulgaria and similar settings.