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AGRICULTURAL ECONOMICS REVIEW

Attitudes towards organic fruits and vegetables
Tina Vukasovič
University of Primorska
Faculty of Mathematics, Natural Sciences and Information Technologies
Glagoljaška 8, SI-6000 Koper, Slovenia
E-mail: tina.vukasovic@mfdps.si

Abstract
Organic food market is very challenging in Europe and developing rapidly with different rates between western and eastern part. Consumers have raised great interest to
healthy and tasty diet with high nutritional compounds, confidence in food safety, environmental and animal welfare concern and also sustainability. The objective of this
paper is to gain knowledge about attitudes toward organic fruits and vegetables among
European Union (EU) consumers. Results indicated that organic buyers tend to be
younger and higher educated than those who do not buy them. In addition, consumers’
trust in the authenticity of the goods and price are also issues. According to the research results an important task for the producers will be to increase consumers’ knowledge of what an organic product is and how to differentiate it in the marketplace.
Along with knowledgeable and educated consumers, consumption could be raised on
another level.
Key Words: attitudes, organic food, organic fruits and vegetables, consumer
behaviour, agriculture, marketing, European Union (EU).
JEL Classification: Q13

Introduction
Development of the world food market has, in recent years, been marked by rapid,
unexpected and complex changes. The world food industry is operating in an explicitly
dynamic environment which demands constant adjustments and responses. These intensive processes increase the competitive advantage of operating activities on the global
market and are the result of numerous changes in the period of new economy (Vukasovič, 2009). Last three decades have witnessed dramatic change in agri-food marketing
system. The system, which has become more organized and customer-centric, is facilitating growth of organized food retailing (Chen et al., 2005). In this saturated market
environment, distribution channels, marketing activities, diversification strategies, and
food quality are increasingly important. In addition, consumers have become more concerned about the nutrition, health, and quality of food they eat (Gil et al., 2000). Therefore, organic products have become very popular. In recent years there has been a rising
trend in the consumption of organic products and for several reasons. Some consumers
buy them because they seek to purchase environmentally-friendly products while others

many efforts needed to communicate the benefits of organic products and farming to get potential consumers. 2011). endogenous factors like. even though the situation differs from one country to another in term of type and quantities of production (Vindigni et al.. Throughout the world. Most mentioned obstacles to the purchase organic fruits and vegetables were high prices and deficiencies in distribution . Gupta.2015. D’Monte. 2009. However it has also been reported that the growth in sales by supermarkets of fresh fruits and vegetables tends to lag behind the growth in sales of processed food products as most of the household continue to buy fruits and vegetables from traditional retailers even though they may shop at supermarkets for other products (Chen et al. major shift in dietary patterns are occurring towards more diversified and high value products like. food industry’s marketing policies. 2000. product quality. 2008. cultural. like fruits and vegetables. Market of fruits and vegetables has many peculiarities because the products are easily perishable and they represent an important component for the consumer diet (Nicolae and Corina. The future of organic will. This growth in demand is expected to continue in the coming years.. Meenakshi 1996. culture. Studies have indicated that in addition of socio-demographic and socio-cultural factors like. a consumeroriented approach to understanding organic agriculture is important not only in its own right. In a developing economy with rising per capita income. 2006). Nevertheless. self-concept. depend on consumer demand.. Matherials and Methods Review of Literature Purchase and consumption behavior of food consumers have undergone considerable change in last few years (Boone and Kurtz. 2005). 2007. 2011). place of sale. ambience.. Across the food categories price has been traditionally one of the most important factors influencing consumers’ purchasing decisions (Matanda et al. Thus. to a large extent.. appearance and texture (Hadi et al. It has been reported that besides exogenous factors like. 2010).. to increase the consumption of organic products. AlGahaifi and Svetlik. and psychological factors (Goyal and Singh. increased awareness about health benefits of fruits and vegetables. al. reference group. Van Waterschoot et al. have been driving the fruits and vegetables market in Europe. price. 2002). The market for organic products has increased considerably over the last decade due to consumer’s increasing awareness of both health and environmental issues. Maxwell. 2013). No 1 21 want to become more health-conscious about what they eat. family and socio-economic situations. 2010. 1997). Studies have indicated that food consumers’ buying behavior has been influenced by combination of social. needs and motives. learning. there have been changes in the consumer demand for food attributes such as safety. socio-demographic factors. 2009. 2006. and meat (Huang and Bouis. Vukasovič. 1998). Akpinar. freshness. Kuhar and Juvancic. A change in dietary preferences. economic. 1996. milk and milk products. but also in terms of a response to shifting market dynamics (Bonti-Ankomah and Yiridoe. 2004. fruits and vegetables. 2011). 2001). country of origin and convenience in purchasing affect purchase decisions of food consumers (Fox et. Mittal. Vol 16. Trend of growth in organized food market doesn’t always represent the trend of sale of fresh food produces. personalities and attitudes affected consumers’ buying behavior (Crawford. et al.

Further.. Dimech et al. 1995. In earlier research most respondents are described organic food consumer as white. 2011) Visual smell. which is logical since they represent basic components of eating pleasures (Ernst et al. socio economic status. Results of studies confirmed that consumers have positive attitudes towards organic products. 1996). 2002. Organic products are perceived as healthier than conventional alternatives and that was one of the most common mentioned reasons for their purchase (Chinnici et al. Harper and Makatouni. however these characteristics cannot be used across all studies as the responds towards organic products changes according to countries background.. especially labour costs. appearance. Gil et al. 1998). and the difficulty of shifting from conventional to organic farming are also limiting factors (Stefanic et al. 2002. 2009).. Consumers during a complex. and aroma components were often top rated among attributed listed. Radman. 2001. 2007). 2001. All of these factors influence marketing activities. 1999. and consequently influence consumers buying intentions (Dentoni et al. insufficient know-how. the concept of ″habit″ also represents at least a partial explanation of why so few consumers buy organic fruits and vegetables regularly in spite of their positive attitudes. 2005). 2001. Beharrel and MacFie. et al. According to Magnusson et al. level of awareness. Pearson. assortment and price can vary dramatically between seasons (Squires et al. 2007). 2002. cognitive process form belief and develop attitude and intentions (Kuhar and Juvancic. sex (Fearne and Lavelle.. It is evident that the perception or attitude towards food attributes such as taste. Outcome of some studies have shown that the most important criteria considered in buying fresh fruits and vegetables are quality and price respectively (Akpinar et al. and make it difficult to establish appropriate retail outlets for organic products (Gil et al. In recent decades efforts to understand attitudes or overall buying behavior and relative importance of various attributes in purchasing food have been widely explored (Kiesel and Villas Boas. 2005). Consumers attach considerable importance of food safety than external appearance of the fruits and vegetables. Hill and Lynchehaun. 2002. high costs.. Radman. 2013).22 AGRICULTURAL ECONOMICS REVIEW channels (O’Donovan and McCarthy 2002... 2000. O’Donovan and McCarthy. product availability and attitude changes.. 2001. female. Gendall et al. organic products are very seasonal. 2000)... On the production side. 2009. nutritional qualities. and convenience are the key determinants of food choices and these attitude and perception are in turn influenced by a number of personal characteristics such as education. age. Wirth. 2005). and price more than other characteristics (Mahaliyanaarachchi. Most of the consumers make their buying decision regarding fruits and vegetables based on an analysis of cognitive and emotional elements and are not very much influenced by advertising or other campaigns (Nicolae and Corina. Hutchins and Greenhalgh.. (2011) found that most of the consumers considered safety as the most important quality aspect in fruits and vegetables. Product particularities make up most critical factors determining the consumer’s purchase decision. professional and younger (Vukasovič. . 2000. Magnusson et al. where as in a study. 1991. a credence attribute which cannot be checked by consumers. Consumers valued freshness. 2010). Pearson. 2011). 2001). Gil et al. and their availability. Studies have concluded that credence attributes have a positive impact on consumer’s attitude towards a product. Radman. (2001). 2006).. Hill and Lynchehaun 2002. Contemporary research literature in food choices considers product attributes as one of the perspective to increase understanding of consumer (Assael.

about 31% had two member families. is represented by the inhabitants of an EU member state population.. 2007). Singh and Powell 2002). Regarding the selection method the sample was classified as a three-stage. proportional and stratified sample. based on the data obtained from the population register was considered. gender and age. were selected by a method for random selection called the random route method. 93% of consumers in Croatia bought fruits and vegetables in the city markets. The respondents. 2011). The most respondent of consumers were in the group between 40 and 49 years. About 37% lived in a two member family. Sample was representative regarding age. A quantitative research method with faceto-face survey was used for data collecting. 60% visited just one market. visit rural areas regularly. at least once a month. about 20% had four member families and about 8% were single or lived in five or more member families. has been presented in Table 1. N=520. based on the register of spatial units at The Surveying and Mapping Authority. Moser et al. 88% of respondents currently living in cities. 9% of respondents completed secondary school and 7% had a primary school. high or more education.1 percentage points at the most. . The research was carried out in EU member state. The sample was stratified the place of residence.2. No 1 23 Most people exhibit certain habits when they do their main trip to the supermarket and have usual day and time of day to shop (East et al. More than half of them had finished high school (64%). That the survey respondents provide an interesting study group for this issue.. and overall quantitywise less perishable vegetables were bought in more quantity during a given period of time (Mahaliyanaarachchi. The additional criteria were used. where sample representativeness regarding relaying and type of a built-up area was assured. At the 95% reliability level the standard error of the N = 520 sample was +/. The survey objectives and methodology In the next part of the paper the key research characteristics are summarized. In selecting the final respondents (the third level) a quota regarding gender and age. The selected streets represented sampling points of the first level. region and type of built-up area. because the key survey questions were related to organic market.. not familiar with the organic products and vegetables. 20% had a higher. 1994.2015. aged 18 to 65. A stratified sample of the quantitative research. were eliminated. About 50% of consumers bought less perishable vegetables (like potato) on weekly basis and more perishable vegetables (like cabbage) twice a week. Several studies have concluded that consumers’ of fruits and vegetables are willing to pay premium price for quality products (Boccaletti and Nardella. 2000. Based on the mentioned sampling points of the first level households. In the first sampling stage streets were selected randomly. and 63% of consumers visited city markets more than once in week (Kovacic et al. 2007). familiar with the organic fruits and products. so that the final sample was consisted only of the respondents. The socio-economic profile of the consumer households surveyed for the present study. Vol 16. gender. as sampling points of the second level. The elimination criteria were additionally used for all the selected respondents of the third level.

The first component included questions related to socio-economic information of the respondents such as gender. and taste. and the various products and market attributes. perceptions. knowledge and consumption of organic fruits and vegetables in EU member state. namely. their buying behavior of fruits and vegetables. To understand the product attributes (the third component of the study). socio-economic profile of consumers. high or more one two three four five or more % 35 65 26 20 32 22 7 9 64 20 6 37 31 20 6 Data collection instrument The introduction letter. 3 = important. The data were collected using a structured questionnaire administered on the field survey with the use of closed (questions with multiple choice answers) and open questions (questions that were not given the alternative answers). perception of organic fruits and vegetables and preferred market place. reminder. The guidelines were used in order to give the questionnaire a good look and feel. and to ensure that respondents could progress quickly through it. variety. education level and number of members in the household. and draft questionnaire were developed for purpose of the research. 2 = some what important. colour. The survey questionnaire developed for the study had questions representing three different components of the study. The survey examined various factors and determinants that influence the attitudes. The second component related to buying behavior of consumers and consisted of questions related to consumers’ purchase frequency. freshness. . quantity of fruits and vegetables purchased in one transaction. Structure of the sample N = 520 Gender Age Education level Number of members in the household man woman 18-29 30-39 40-49 50-65 primary school secondary school high school higher. questions were asked related to various product attributes such as quality. nutrition value. the consumers’ perception on these attributes was taken on a Likert scale (1 = not at all important. In order to analyze the relative importance of these product attributes. organically grown. All questionnaires carried a stamped number in order to be able to add factual consumers’ data. age.24 AGRICULTURAL ECONOMICS REVIEW Table 1. 4 = very important and 5 = extremely important). size.

87 and a significance level of 0. factor analysis was conducted to determine the independent variables of the study. however. Organic is a word interpreted by individuals in a variety of ways and contexts. is same for both fruits and vegetables. Factor analysis was performed to identify the importance of different set of product attributes. No 1 25 Research Hypotheses The specific hypotheses tested in this study are as follows: H1: The definition of ″traditional fruits and vegetables″ is yet not clearly installed in the consumers’ perception. Ambigious items were eliminated from the survey by varimax rotation. organically grown and safety products. ″natural″ and ″sustainable″ (Hutchins and Greenhalgh. 1995. nutritional value.0). While vegetables are one of the regular and essential constituents of regular food. H2: Consumers’ buying behavior in terms of frequency and volume of purchase. 2007). Prior to hypotheses testing. these are two different food product categories and are of varying importance for the consumers. Vol 16. . Analysis of variance (ANOVA) was conducted to test whether socioeconomic factors of consumers are important in explaining the buying behavior of fruits and vegetables. Vukasovič. Review of related literature indicates that organic fruits and vegetables are perceived as healthier than conventional alternatives and that was one of the most common mentioned reasons for their purchase. 1998). freshness.000) thus revealing that the sample of the study was appropriate for factor analysis and that there is a strong relationship between the variables. The term has many different meanings and interpretations and is often associated and sometimes confused with terms such as ″green″. ″ecological″. The reliability analysis of the research instrument yielded a Cronbach’s Alpha value of 0. An understanding of the buying pattern is important in planning and organizing other marketing activities (Mahaliyanaarachchi. H4: The most important reasons of purchasing organic fruits and vegetables are quality. Most of the studies have considered both fruits and vegetables together.2015. Schifferstein and Oude Ophuis. For example. al. McDonagh and Prothero. fruitsare mostly considered as additional supplement to the regular food by average consumer. 2004. Being the fresh and perishable products. 1997.000.867. it is important to understand consumers purchase behavior of both the categories of products separately so that not only fresh products are made available to customers but also wastage and inventory costs for the retailers are minimized. ″environmental″. Bartlett’s Test sign = 0. Data analyses Analysis of data provided by mentioned questionnaire used the Statistical Package for Social Sciences (SPSS 17. A simple statistical analysis with the help of frequency distribution and cross tabulation was conducted to assess the buying behavior of the consumers. 2013). what is organic to one consumer may not be organic to another and producers and regulators’ interpretations of the term may differ from those of the consumer (Aarset et. H3: Gender variable has an effect on the purchase place of organic fruits and vegetables. The data collected from the surveys was put through a validity assessment (KMO = 0.

Consumers’ perception of organic products Characteristics of organic fruits and vegetables. prepared in advance were in the Figure 1. The knowledge on organic products is determined by socio-demograpic variables (education level.26 AGRICULTURAL ECONOMICS REVIEW Results and discussion Level of recognition of the term ''organic fruits and vegetables'' The definition of ''organic fruits and vegetables ″ is not yet clearly installed in the food market and in consumers’ perception. Only 35% of respondends clearly installed the definition of organic. but it is also affected by information provided by public administration. mass media. This means that there is a need in Eu member state to continuously inform more the consumer about the meaning of the organic products and the meaning of the labeling put on products. and manufacturers as well. The conclusion that can be drawn from these facts is that better knowledge could be achieved through constant education of consumers. al. According to Gracia and de Magistris (2007). in Croatia around 83% of respondents and in Serbia 87% were informed of the existence of organic products. values. (2011). The data of quantitative research have shown that knowledge and recognition is not high for organic fruits and vegetables. Both health care institutions and other institutions of public importance. According to the research of Renko and Bosnjak (2009) and Vlahović et. environmental associations and shopping site. It is in the best interest of all subjects participating in the process of production. research and consumption of food to lift the quality of nutrition in EU member state to a higher level. representing the only instrument that consumers have to differentiate the attributes of organic products from those of the conventional ones. This is slightly higher compared to the our results. The best knowledge is present at younger population and respondents with higher educational level. should take this obligation. lifestyle). Consumers’ perception of organic fruits and vegetables . income. Based on the presented results the hypothesis 1 was confirmed. and to form positive attitudes and quality perceptions towards these products. information on organic products is an important factor.

and of good quality (Figure 1).962 5.700 7.370 Note: Scale = low or bad degree.27 2015.876 0. Similar results about consumer's buying behaviour organic products were obtained in a study of Croatian consumers (Radman.34 4. more tasty and of good quality than did men (Table 2).846 Sig.6 .47 2.012* 0.35 2. 2005). The second most frequent purchases in EU member state are milch and dairy products which represent only 24% (Table 3). The average evaluations of the recounted characteristics were calculated based on the acquired evaluations and by that an image of views of EU member state consumers toward organic fruits and vegetables was determined.121 0. Vol 16. No 1 questionnaire in order to help the consumers express their points of view toward the mentioned products. A research shows that consumers perceive organic fruits and vegetables as very healthy.3 4.97 4. 5 = high or good degree significantly different Consumers’ buying behavior for fruits and vegetables The data for analyzing the assortment of organic products purchasing was collected by means of open-ended question. Organic fruits and vegetables perception and sex of respondents Organic products characteristics Very healthy Tasty Expensive Good quality Long shelf life Woman Men F 4.005* 0.11 4.63 3. Table 3. tasty.28 4..93 2. Purchase of organic products Which organic products do you buy? Fruit and vegetable Milch and dairy products Cereals Meat and meat products Bread Rice and pasta products % of respondends 94 24 22 17 9.154 0. Respondents expressed their opinions by marking an answer in the proper spot.64 3. The market for fruit and vegetables is seen as being the most valuable category of organic products in the future (94%). They were evaluating the characteristics that refer to organic fruits and vegetables. ANOVA showed that women considered organic products more healthy. Sicilian consumers (Chinnici et al. Table 2. 2002) and in the study of Irish organic products consumers (O’Donovan and McCarthy 2002). 0.413 0.69 3. Some socio-demographic characteristics and buying behaviours of consumers influence their perception of organic fruits and vegetables.

the most of consumers purchase organic fruits and vegetables in shopping malls (47%) and (25%) at the open air market.0 2. p = 0. Daily Twice a week Thrice a week Weekly Rarely Total Volume of transaction (kilogram) <2 2-4 4-10 Total 1. Consumers’ purchase behavior for fruits and vegetables Sl. 2011). Around 20 % of respondents indicated that they bought organic fruits and vegetables in specialised shops.0 100 64.9% buy them in supermarkets. the consumption of vegetables is more as evident from average volume of transaction.0 13. No. implying no support for H3 (p = 0. With the third hypothesis the researcher assessed whether gender variable has any effect on the purchase place of organic fruits and vegetables. green markets (15%). 4.971.0 35.4 3. In Serbia consumers (45%) mostly buy organic products in in specialised shops.3%).4 26. volume of transaction and preferred market place (Table 4). On the other hand maximum number of respondents like to purchase fruits on weekly basis. while purchasing fruits and vegetables. According to research results by Radman (2005).2 12.05). Being the necessary products. 3. No significant differences could be detected. so called ''healthy food'' shops and around 12% of respondens bought organic fruits and vegetables directly from producers. According to research by Briz and Al-Hajj (2004). 5. so called ''healthy food'' shops. al. whereas majority of consumers purchase fruits less than 2 kg in one transaction.0 78. followed by conventional retail stores (supermarkets) (25%).3 2. Based on the presented results the hypothesis 2 was rejected. T-test was performed on H3 and Levene’s test results indicated equal variances between both male and female consumer groups (F = 0. and direct purchases from producers (11%) (Vlahović et.0 100 In the case of the location of organic fruits and vegetables purchase. Percent of Respondents Vegetables Fruits 18. Most favored location for organic products purchase in some countries is supermarket.3 100 100 20.28 AGRICULTURAL ECONOMICS REVIEW The purchase behavior of the consumers was assessed based on frequency of purchase. 3. 2.0 1.3%) purchase organic products at the local city markets and only 9. Consumers do not give similar emphasis to frequency and volume of purchase.7 2. 2.6 30. organic products in Spain is mostly purchased directly from producers (52. in Croatia most of the respondents (46.1 45. In Greece . The results indicate that vegetables are purchased more frequently as compared to fruits as about 95 % of respondent purchase vegetables either daily or twice or thrice a week. Table 4.225>0. Frequency of Purchase 1.0 46.343). While 78 % consumer do on an average a shopping of 2-4 kg of vegetables.

) and some public institutions (hospitals).198 Experience Attributes 0. The buying decisions for different products mainly depend on a combination of these attributes. Using factor analysis.865 0.009 -0.005 -0.1 3. Search attributes explain 18.7 3.4 4.29 2015. according to Sekovska (2010).304 0. nutrition value.876 0.34 % of variance (Table 5). in U.2 4.231 0.054 0.246 Search Attributes 0.15 18. Consumers’ responses on product attributes were grouped to three sets of related attributes through principal component analysis.9 4. and it loads high on quality.A.496 0.12 68.34 *1 = not all important.5 Credence Attributes 0. Based on the presented results the hypothesis 4 was confirmed. The other important sale channel consists of specialized shops for organic products. these three attributes explain 68.721 -0.5 3. 2002).57 % variation and are loaded on sorting. The variance indicated by credence attributes is 31.S.843 0. 49% (Dimitri and Green. safety and freshness. Importance of various Product Attributes Mean* Quality Nutrition value Organically grown Safety Freshness Sorting Variety Size Colour Taste Odour Total variance explained (%) Cumulative variance explained (%) 4. while additional 5% comes from direct sale from farms to companies which deal in catering (restaurants. . Table 5. in Czech Republic 50%-60% (Richter.743 0. 2005) of examinees shop for organic products in supermarkets. the distribution of organic products is mainly through supermarkets 50% (specially organized departments for healthy food).9 3. The mean value of consumers’ response on various product attributes indicate that consumers attach more importance to credence attributes (like freshness.243 -0. In Macedonia. Product attributes play a major role in purchase choices of the buyers and are crucial determinants of success/failure of product and its marketing strategies. The variance shown by experience attributes turned out to be 16.8 4.023 0.245 0.9% (Fotopoulos and Krystallis. variety.967 31. organically grown) over the search (size.375 0. 5 = most important Extraction Method: Principal Component Analysis. Vol 16.089 0.14 %.32 % and taste and odour have been loaded high. quality. Rotation Method: Varimax with Kaiser Normalization. with a share of 45%. experience and credence.15 50.0756 0.214 0. 2002).692 0.021 0.721 -0. hotels.6 4.276 0. etc. colour and variety) and experience attributes (like taste and odour).234 0. and size.674 0. nutrition.943 0.654 0. safety.6 4.932 0.867 0.046 0.089 0. No 1 80.56 16. organically grown. The product can be defined in terms of its different attributes like search.35 31.

2011). al. al. The results of the research could be used for planning further marketing activities. Higher level of recognition is characteristic for younger consumers and respondents with higher education level. any certified organic product must be marked with the label ″organic product″. in Macedonia. Among the purchase motives quality. Both health care institutions and other institutions of public importance. most of the consumers can not recognize the national logo for organic product (45. In the last few years the production of organic products and also interest of consumers for organic products have increased significantly. should take this obligation. the organic products are marked with a legally defined sign. that the product complies with all inspection regulations that is packed in biodegradable packaging and possesses code and personal data of the inspection body. and of good quality. 2011).2% of them are familiar with it. Similar results about recognition of organic products on the point of sale were obtained in a study of Serbian consumers (Vlahović et.. nutritional value. Unfortunately. The definition of ″organic fruits and vegetables″ is not yet clearly installed in the food market and in consumers’ perception. According to the research results an important key factors for the development of the organic market in EU member state are education and information to consumers about organic agriculture and products. The market for fruits and vegetables is seen as being the most valuable category of organic products in the future. confusing it with the Macedonian logo for quality. So. on the market there are many labels for so-called ″health food″ that often confuse consumers and slow down the demand growth (Vlahović et. these elements should be strong components of any communication / marketing aiming to reinforce positive organic messages and increase purchase frequency. This paper gives the latest insight into buying behavior and attitudes of organic fruits and vegetables consumers. tasty. organically grown and safety products were indicated as the most important reasons of purchasing organic fruits and vegetables in EU member state. and manufacturers as well. adequate marketing activities especially point-of-sale promotional activities and clear labeling of organic products. Just 18. This means that there is a need to continuously inform more the consumer about the meaning of the organic products and the meaning of the labeling put on products. Along with knowledgeable and educated consumers. but usually they are not quite sure about its meaning. Results show that consumers perceive organic fruits and vegetables as very healthy. On purchasing products bearing the sign ″organic″. Summary and conclusions The organic sector is developing at a fast pace in EU member state. according to Sekovska (2010).9%). consumption could be raised on another level. On the market. . According to the research results an important task for the producers will be to increase consumers’ knowledge of what an organic product is and how to differentiate it in the marketplace. consumers may be sure that at least 95% of the ingredients are of organic origin.30 AGRICULTURAL ECONOMICS REVIEW Recognition of organic fruits and vegetables on the point of sale 59% of the respondents think they may recognize organic fruits and vegetables on the point of sale. freshness. As such. 35% of respondends clearly installed the definition of organic fruits and vegetables. For example.

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