Do you pay attention? : study of the role of place of production of vegetables in consumers' purchasing decisions

Abstract

This dissertation seeks to explore the concept of place of production as it is situated within the perception of customers of vegetables in the city of Skopje, Macedonia (FYR). The main purpose will be to elaborate upon the significance of place of production in the purchasing behavior of vegetable customers both on the farmer's market and in the supermarket. This focus has been selected on the basis of the increased consumption of vegetables in Macedonia, the increased awareness of their relationship with human health, and the awareness of role of the place of production for both. Thus, place of production will be considered as a principal argument for the basis of this study. On the basis of qualitative interviews, nine in total, and the theory of Bourdieu with respect to capitals, this study will show how the differing social relationships between the consumers in the framework of supermarkets and farmer's markets had reshaped the perceptions and purchasing decisions towards vegetables as a category from a low-involvement to a high-involvement one. The significance of this study will be found for the policy-makers, to base their planning as they endeavor in the establishment of agricultural policies, as mediators between the industry and the consumer, and as involved in the protection of consumers and their health.