ISHS Acta Horticulturae 429: XIII International Symposium on Horticultural Economics
IMPORTANCE OF PRODUCE FRESHNESS TO EUROPEAN CONSUMERS: EVIDENCE FROM BERLIN, GERMANY |
| Authors: | W. J. Florkowski, B. Brückner, I. Schonhof |
| Abstract:
Freshness of vegetables influences consumer satisfaction. The objective of the paper was to compare the importance of freshness with four other vegetable quality attributes. Furthermore, the empirical statistical relationship identified characteristics and habits influencing the importance of freshness to consumers. The study was based on a mail survey of residents of Berlin, Germany. The data were collected from 525 questionnaires. Freshness was unquestionably the most important attribute to surveyed Berlin residents. Among the other attributes, only price was perceived as important by a substantial number of respondents (23.9% strongly agreed that price was an important attribute). Freshness was ranked as the primary attribute by nearly three out of five respondents who ranked selected attributes. The statistical relationship was specified for the purpose of identifying consumer characteristics distinguishing those who 'strongly agreed' and those who 'agreed' that freshness was important. Such knowledge could be used for more active retailing of highly fresh vegetables to specific groups of customers in all types of retail outlets. Age, shopping at farmers' markets, and raising vegetables in their own gardens did not have a significant affect on the dependent variable. A pronounced "liking of vegetables" did not lead to stronger agreement that freshness was important; but according to the results, male respondents and respondents with more rather than less income were more likely to 'strongly agree' that freshness was important. However, respondents who admitted a strong preference for fresh vegetables were less demanding in terms of vegetable freshness. Future research is needed to provide further insights about other demographic and socioeconomic characteristics, attitudes toward nutrition and health, and the form in which vegetables are consumed; which could influence the importance of freshness to consumers and the improved understanding of consumer measures of vegetable freshness. | |
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