ISHS Acta Horticulturae 524: XXV International Horticultural Congress, Part 14: Horticultural Economics at Micro and Macro Level, International Trade and Marketing, International Cooperative Programs, Relations between Research, Development, Extension and Education
QUALITY PERCEPTION OF VEGETABLES BY BELGIAN CONSUMERS |
| Authors: | J. Viaene, W. Verbeke, X. Gellynck |
| Keywords: | Belgium, consumer perception, quality, survey, vegetables |
| Abstract:
Consumer behaviour is increasingly driven by factors related to quality, safety and health. These topics have become distinctive forces in the consumer decision making process, especially for fresh food products. From the producer viewpoint, quality control is relevant since it enables to increase the production efficiency, but also to guarantee safe, healthy and high quality products to the consumer. Being able to meet the quality definition from the consumer viewpoint is recognised as a comparative advantage in pursuing a trustworthy relationship with the consumer. The research at hand focuses on assessing the quality perception and definition of fresh and processed vegetables by Belgian consumers. The research methodology is based on a qualitative, exploratory research and quantitative survey with 500 respondents based on a formal questionnaire. The respondents are selected by means of quota sampling. The sample is representative for the Belgian population in terms of age, place of living and family life cycle stage. Based on behavioural characteristics, 92% of the respondents could be identified as either a typical fresh, frozen, canned or glass vegetable consumer. Data analysis reveals significant differences in attitude toward vegetables, in vegetable quality perception and quality definition between the four groups of consumers. The overall analysis leads to a better understanding of Belgian vegetable consumer behaviour, with special reference to the impact of quality perception. | |
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