Trust of Greek consumers on fruits and vegetables, and ways to improve their perception on the quality of them

Abstract

The fruit and vegetables market in Greece represents one of the major segments within the agricultural sector of the country. As a major part of the production is used for domestic consumption, it is imperative that the producers have a clearer idea in regards to the aspects of production that affect the decisions of consumers to make certain purchases. In this context, this study makes a thorough analysis in regards to consumer behavior and perceptions towards fruit and vegetable products and the aspects that affect the purchasing and consumption decision of the consumers. The study employs the quantitative method and 209 completed questionnaires serve as the basis for the analysis and meeting the objectives of this study. The findings provide important aspects that can be taken into consideration by food producers, lawmakers, food marketers and other stakeholders in order to improve trust of consumers on the safety of the products and to devise strategies that can improve the consumption of them.