This article is based on the buyer’s general behavior with the objective of identifying the consumption characteristics of minimally processed vegetables. A descriptive approach was used to understand how buyers make their decisions on the day-to-day, with a non-probabilistic sample of 328 questionnaires employed at the largest circulation areas of the seven administrative regions of Campo Grande (MS), Brazil. The data was analyzed using parametric and nonparametric statistical techniques in order to understand the perceptions and demands of buyers during the decision-making process of purchasing vegetables. The key results show strong evidence of the consumption of vegetables, especially from elder buyers (66.7% every day). The vegetables are selected using the perception of appearance and price, while buyers indicate that the product brand is less relevant. It stood out that the higher the consumption, the greater consumer awareness about the quality, certification and food safety requirements of vegetables. It was demonstrated that buyers demand a greater product quality and food safety, and are willing to pay more for it; however, they report that they do not read labels or product information. The managerial implications present empirical information relevant to vegetable sellers and the inclusion of marketing strategies.
Key words: Vegetable consumption, certification of vegetables, consumer behavior, origin of vegetables.
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