Consumer perception and choice of minimally processed vegetables and packaged fruits

• Published in: Food quality and preference 2004-04, Vol.15 (3), p.259-270
• Main Authors: Ragaert, Peter, Verbeke, Wim, Devlieghere, Frank, Debevere, Johan
• Format: Article
• Language: English
• Subjects: Belgium; Biological and medical sciences; Consumer; Food industries; Fruit and vegetable industries; Fruits; Fundamental and applied biological sciences. Psychology; General aspects; Methods of analysis, processing and quality control, regulation, standards; Perception; Survey; Vegetables
• ISSN: 0950-3293; 1873-6343
• DOI: 10.1016/S0950-3293(03)00066-1

Sales of minimally processed vegetables and packaged fruits are rapidly increasing thanks to their image of convenience and healthiness. In this paper, consumer perception and choice of these packaged produce was investigated through implementing a consumer survey in Belgium. The first part of the survey consisted of face-to-face interviews ( n=294) at the point of sales with people buying minimally processed vegetables and packaged fruits. The second part of the survey was self-administered by consumers at home after consumption ( n=237). The likelihood of buying minimally processed vegetables tends to be higher among better-educated consumers and among consumers with young children. Search attributes emerge in terms of importance during the purchasing stage, while experience attributes gain importance after consuming the product. The most important motivation for purchasing minimally processed vegetables relates to convenience and speed, especially for consumers who buy this product during weekends. Although health and nutritional value scored relatively low in terms of importance during the purchasing and consumption stages of minimally processed vegetables, consumers with a high awareness of the relationship between food and health attach significantly more importance to these credence attributes.