The purpose of this study was to measure the causal relationships among food involvement, health, mood, convenience, sensory appeal, weight control, and fruit consumption. A total of 290 questionnaires were completed. A structural equation model was used to measure the causal effects of the constructs, and the structural analysis results for the data indicated an excellent model fit. The effects of food involvement on health, mood, convenience, sensory appeal, weight control, and fruit consumption were statistically significant. As expected, health, mood, and weight control had significant effects on fruit consumption. Moreover, food involvement had a significant indirect effect on fruit consumption through health, mood, convenience, sensory appeal and weight control. For the future development and testing of conceptual models that integrate the relationships among personality traits, food choice motives, and fruit consumption, this study may approach a deeper understanding of the complex relationships among fruit consumption behavior-related variables. Greater understanding of these complex relationships can improve the managerial diagnosis of the problem and opportunities for different marketing strategies, including fruit production and fruit product development and marketing communications.