Background and Objectives: Low Fruit/Vegetable (FV) diet seems to be a global public health problem. The trans-theoretical stages of change model have long been considered a useful interventional approach in lifestyle modification programs. The aim of this study was to find the most important intermediating factors of FV consumption in Mashhad, Iran.

Materials and Methods: In this cross-sectional design, 777 participants were included with a convenient method from the general population in public places all around the Mashhad City, Iran in 2014. A standardized checklist about socio-demographic characteristics and possible related factors and stages of change questionnaire (6 stages: pre-contemplation, contemplation, preparing, action, maintenance, and termination) were used for data collection. Data were analyzed by SPSS 11.5 software using Chi-square test, Mann-Whitney U test, and Multiple Logistic Regression.

Results: Totally, 254 (47.7%) and 299 (59.8%) of participants were in pre-action stages of FV, respectively. Smoking (OR=3.2, p=0.02) and believing that this is good for the body (OR=0.12, p=0.001) were predictors of the pre-contemplation stage for fruits. Being physically active (OR=2, p=0.008), low agreement with health benefits of vegetables (OR=8, p<0.001) and low agreement with “vegetables make more diet variability” (OR=4, p<0.005) were predictors of pre-contemplation stage for vegetables.

Conclusions: Understanding the pros and cons of changing lifestyle can help public health specialists to perform targeted interventions.

Keywords: Behavior, Fruit, Vegetable, Trans-Theoretical Model, Urban population