A Study on Consumer Purchase Behavior and Expected Taste in Fresh-Cut Fruits and Vegetables

Ahn, J.W.; Lee, D.M.

A Study on Consumer Purchase Behavior and Expected Taste in Fresh-Cut Fruits and Vegetables

2023

Ahn, J.W. | Lee, D.M.

This study investigates (1) the consumer characteristics of fresh-cut produce in Korea and (2) the expected taste of fresh-cut produce. To accomplish the first goal of this study, food purchase data from household panels collected by the Rural Development Administration from 2017 to 2020 were used. Further, an online survey was conducted about the expected taste regarding fresh-cut fruits and vegetables. The results revealed that younger consumers with more expenses on fresh fruits tend to buy more fresh-cut fruits. Similarly, younger consumers with more expenses on fresh vegetables and higher household incomes tend to purchase more fresh-cut vegetables. Furthermore, consumers expect more convenience from fresh-cut apples but less tastiness from fresh-cut apples than whole apples.

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