Purpose This study aimed to identify perceived barriers and facilitators influencing fruit and vegetable consumption among women of reproductive age using a socio-ecological framework. Design/methodology/approach This qualitative study used focus group discussions to explore perceived barriers and facilitators of fruit and vegetable consumption. Forty women aged 18–40 were recruited from four rural communities in the Ho West District, Ghana. Four focus group discussions, each comprising approximately ten participants, were conducted using a semi-structured interview guide. Data were collected until saturation was reached and analysed using thematic analysis guided by the socio-ecological model. Findings Five key themes were identified as barriers or facilitators: socioeconomic constraints, social and cultural influences, family and community dynamics, knowledge and awareness and health and well-being. Socioeconomic challenges, limited nutrition knowledge and cultural dietary practices negatively influenced fruit and vegetable consumption, while family support, community interactions and awareness of health benefits facilitated improved dietary practices. Originality/value This study contributes to the limited qualitative evidence on fruit and vegetable consumption among women of reproductive age in rural Ghana by applying a socio-ecological framework. It provides context-specific insights into multi-level determinants of dietary behaviour and offers practical implications for designing culturally appropriate nutrition interventions.
Twum-Dei et al. (2026) studied this question.