This research identifies the influence of environmental, social and consumer habits on decision making of children's fruit consumption. The characteristics that influence children's fruit consumption in school and their willingness to change these consumption behaviors are also studied. The study is performed on 5th and 8th grade students who attend public and private elementary schools in the municipality of Lo Prado, Santiago. The level of fruit consumption significantly depends on the family and school support that children receive. Statements such as: "Fruits are good for my health" and "Fruits are rich in vitamins" are very important for parents and children who attend private and public schools. From a strategic point of view, this research concludes that a more proactive and consistent approach is needed from parents and school communities to encourage fruit consumption among children. This approach results in either maintaining or improving children's fruit consumption as they grow older. Also, the actions of parents and schools towards the preparation of desserts using fruits are proven to be an effective way to increase fruit consumption.