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Freshness of fruits and vegetables: consumer language and perception

S. Péneau (Institute of Food Science and Nutrition, ETH Zurich, Zurich, Switzerland)
A. Linke (Deutsches Seminar, University of Zurich, Zurich, Switzerland)
F. Escher (Institute of Food Science and Nutrition, ETH Zurich, Zurich, Switzerland)
J. Nuessli (Institute of Food Science and Nutrition, ETH Zurich, Zurich, Switzerland)

British Food Journal

ISSN: 0007-070X

Article publication date: 21 March 2009

2634

Abstract

Purpose

The aim of this study is to identify descriptions involved in defining the concept of freshness from a consumer perspective.

Design/methodology/approach

A total of 559 subjects recruited in supermarkets of different cities and villages in Switzerland were asked to write down their understanding of freshness in general, and for fruits and vegetables in particular. Direct elicitation by means of an open‐ended questionnaire was used.

Findings

Respondents mentioned a large variety of descriptors in relationship with fresh fruits and vegetables. Results suggest that freshness describes a level of closeness to the original product, in terms of distance, time and processing. Respondents having more contact with the place of fruit and vegetable production mentioned non‐sensory attributes more frequently, whereas those having fewer contacts mentioned sensory attributes more frequently. It can be concluded that consumers have a collective concept of freshness but they use their different everyday experiences with fruits and vegetables to describe freshness.

Research limitations/implications

Analysis of open‐ended questionnaires is time‐consuming and difficulties were encountered in the categorisation of phrases. Participants might have been influenced by the environment in supermarkets.

Practical implications

The perception of freshness is influenced by the information consumers have on products. Therefore, the importance of providing sufficient information on the products is emphasized.

Originality/value

The study is the first to extensively investigate the consumer understanding of the term “fresh” in relationship with fruits and vegetables. The use of an open‐ended questionnaire is particularly interesting as it allows greater freedom of expression by the participants compared with other forms of enquiry.

Keywords

Citation

Péneau, S., Linke, A., Escher, F. and Nuessli, J. (2009), "Freshness of fruits and vegetables: consumer language and perception", British Food Journal, Vol. 111 No. 3, pp. 243-256. https://doi.org/10.1108/00070700910941453

Publisher

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Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

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