Ma, WanglinZheng, Hongyun2021-06-172021-05-202021-05-202021-05-132633-9048https://hdl.handle.net/10182/13925Although off-farm work plays a significant role in facilitating agricultural production and rural development and improving household welfare, little is known about whether off-farm work can promote fruit and vegetable consumption in rural areas of developing countries. This paper sheds new insights by estimating the impact of off-farm work on fruit and vegetable consumption, measured by purchasing frequencies and consumption expenditures. We employ a two-stage residual inclusion estimator to address the self-selection bias and analyze data collected from 558 rural households in China. The results show that household heads’ off-farm work promotes rural households’ fruit and vegetable consumption by significantly increasing purchasing frequencies and expenditures. Further analysis confirms that household heads’ off-farm work participation, rather than all household members, plays a prominent role in promoting household fruit and vegetable consumption. We also find that farmers’ behaviours of growing fruits and vegetables appear to substitute their purchasing behaviours.pp.1-21, 21 pagesen© The Author(s) 2021.2SRI modelfruit consumptionoff-farm workrural Chinavegetable consumptionPromoting fruit and vegetable consumption in rural China: Does off-farm work play a role?Journal Article10.1093/qopen/qoab0102633-9048ANZSRC::350601 Consumer behaviourANZSRC::350706 International businessANZSRC::380101 Agricultural economicsANZSRC::380113 Public economics - public choicehttps://creativecommons.org/licenses/by/4.0/Attribution