Articles
Consumers’ perceptions of quality traits in fruit and vegetables: implications for plant breeding and communication
Article number
1454_68
Pages
495 – 504
Language
English
Abstract
Using survey data from 943 respondents, this study explores Swedish consumers’ sources of knowledge and information about fruit and vegetables, their perceived ability to influence quality development, and their evaluation of quality traits, particularly those traits that can be improved through conventional plant breeding.
The study also examines variations in attitudes toward plant breeding across demographic groups.
Results show that consumers primarily acquire information in-store or from product packaging, while scientific sources are rarely consulted.
Notably, 14% of respondents had never reflected on how they obtain such information.
Furthermore, only 20% reported knowing how to influence fruit and vegetable quality, with the majority believing that their local retailer is the appropriate point of contact – very few mentioned producers, researchers, or plant breeding companies.
The highest-ranked traits for plant breeding were reduced pesticide use, improved taste, nutritional value, and health benefits.
These traits align with the qualities consumers prioritize when purchasing fruit and vegetables, namely taste, domestic origin, and local production.
Gender differences emerged, with men expressing significantly more positive attitudes toward plant breeding than women; however, differences by age and education were limited.
The findings highlight a communication gap between consumers and actors in the food production system, particularly plant breeders.
Retailers appear to be the main interface for consumers, suggesting potential for targeted communication strategies to enhance public understanding and support for plant breeding.
These insights contribute to ongoing discussions about sustainable food systems and the role of consumer engagement in shaping future agricultural development.
The study also examines variations in attitudes toward plant breeding across demographic groups.
Results show that consumers primarily acquire information in-store or from product packaging, while scientific sources are rarely consulted.
Notably, 14% of respondents had never reflected on how they obtain such information.
Furthermore, only 20% reported knowing how to influence fruit and vegetable quality, with the majority believing that their local retailer is the appropriate point of contact – very few mentioned producers, researchers, or plant breeding companies.
The highest-ranked traits for plant breeding were reduced pesticide use, improved taste, nutritional value, and health benefits.
These traits align with the qualities consumers prioritize when purchasing fruit and vegetables, namely taste, domestic origin, and local production.
Gender differences emerged, with men expressing significantly more positive attitudes toward plant breeding than women; however, differences by age and education were limited.
The findings highlight a communication gap between consumers and actors in the food production system, particularly plant breeders.
Retailers appear to be the main interface for consumers, suggesting potential for targeted communication strategies to enhance public understanding and support for plant breeding.
These insights contribute to ongoing discussions about sustainable food systems and the role of consumer engagement in shaping future agricultural development.
Authors
S. Spendrup, D. Eriksson, F. Fernqvist
Keywords
plant breeding, fruit and vegetables, consumer, ranking, traits, quality
Groups involved
- Division Plant Genetic Resources, Breeding and Biotechnology
- Working Group Genetic Transformation and Gene Editing
- Working Group Horticultural Biotechnology and Breeding
- Division Ornamental Plants
- Division Vegetables, Roots and Tubers
- Division Temperate Tree Fruits
- Division Vine and Berry Fruits
- Division Horticulture for Development
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