Importance of the origin, organic production and other extrinsic parameters in fruit and vegetable choices

The aims of the present work were to evaluate consumers' perceptions and purchasing habits in relation to fruit and vegetables and to determine the importance of the production type, price and geographical origin of such products for consumers' purchasing decisions. For this purpose, an online consumer survey was conducted to determine Spanish people's opinions and consumption habits in relation to fruit and vegetables, especially those from organic farming. The survey also included a part to assess the importance that consumers attach to different extrinsic attributes in oranges and avocado pears (with a conjoint analysis), and a section to determine the participants' ethnocentrism. Consumers agree that organic food respects the environment more, contains fewer 'chemicals' and is more natural. Price is the first reason why many people do not buy organic food, followed by them thinking that they do not offer any added value and they are difficult to find. For the Spanish population, country of origin, local production, seasonality and price are much more important attributes for purchasing fruit and vegetables than them being organic. This study reflects a relatively high ethnocentrism level of the surveyed population, especially in older individuals. Given consumer preference for km 0/local and seasonal products, and the importance of these parameters for the environment, promoting the market of such products would help to achieve some Sustainable Development Goals. This study offers a vision of the trends of Spanish consumers in relation to fruit and vegetable preferences, which can help producers and distributors to design new strategies that focus on meeting consumer demands.