Psychosocial correlates of fruit and vegetable consumption were studied in an adult Dutch population (n = 367) based on the ASE model of attitudes, social influence and self-efficacy. Attitudes were a summation of beliefs about taste, different health consequences, and costs in time and money. Social influences were measured through the social stimulation respondents expected to get from important others to consume adequate amounts of fruit and vegetables and by asking the subjects about the behaviour of important others. Self-efficacy reflected the respondents' ability to consume adequate amounts of fruit and vegetables in various situations. Self-efficacy and attitudes were consistently and significantly associated with consumption of boiled or otherwise heated vegetables, of salads, and of fruit. Furthermore, respondents reporting low consumption of these food groups had lower self-efficacy expectations and less positive attitudes than subjects with relatively high consumption of fruit and vegetables. It is concluded that nutrition education aimed at stimulating fruit and vegetable consumption should focus especially on changing attitudes and self efficacy expectations.