Cost - Are they too expensive? <--- This
Availability - Are only some varieties available or is there a poor selection?
Personal Preferences - Do you only like certain varieties or dislike the taste and/or texture of fruit and vegetables?
Shelf Life of Fresh Fruit - Are you worried about fruit or vegetables spoiling before you can use them?
Habits - Do you normally eat more unhealthy options? <--- And this!
Lack of Marketing - Do you feel less influenced to by healthier products due to the more visible marketing of unhealthier food?