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Articles

CONSUMER ATTITUDES TOWARDS ECOLOGICAL FRUIT AND VEGETABLES IN SPAIN. A SEGMENTATION APPROACH

Article number
559_100
Pages
681 – 686
Language
English
Abstract
Spanish society has experienced significant changes, which have increased the importance of product quality in consumer decision-making processes, especially in relation to health and environmental performance.
In this context, the objective of this paper is to examine attitudes of Spanish consumers in relation to green fruit and vegetables identifying different groups of consumers.
The sample consists of 256 women responsible for buying fruit and vegetables for their families.
The results show that Spanish households manifest a positive attitude towards green agricultural products, but also that there is a cluster highly attractive for producers to target, which includes consumers highly familiar with this products and aware of environmental issues.

Publication
V International Symposium on Protected Cultivation in Mild Winter Climates: Current Trends for Suistainable Technologies
Authors
S. Ruiz, P. Cuestas, N. Arcas
Keywords
Marketing; Consumer; Attitudes; Green Fruit and vegetables
Full text
https://doi.org/10.17660/ActaHortic.2001.559.100
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