The trend of fresh vegetable consumption has been increasing in recent years. Nevertheless, consumers in Slovenia and in the world consume insufficient amounts of fresh vegetables in comparison with recommendations. Modern consumers are becoming increasingly aware of the importance of a healthy lifestyle, including the right diet. Purchasing behavior is influenced by marketing and other external stimuli along with customer characteristics. Perceived quality is based on the individual perception of the degree to which a specific product or service meets the needs of the consumer. According to the reviewed literature, when purchasing fresh vegetables, consumers pay particular attention to freshness and appearance, origin, concern for the local economy and the price. The aim of this master's thesis was to research the buying and consumption habits of a sample of Slovenian consumers. Using selected statistical methods, we researched the link between the product's origin and the associated attributes. The survey was conducted with a web survey, which was developed with standardized measurement scales - PERVAL, Food choice questionnaire and Food related lifestyle. By analyzing the hypotheses, we found that the origin is not the most important factor in purchasing choices of fresh vegetables, although it has a statistically significant effect on the purchase. Sociodemographic factors and consumer attitudes towards health do not affect the intake frequency of fresh vegetables. The results showed that respondents buy mostly salads, tomatoes and peppers. Consumers usually buy vegetables in supermarkets and hypermarkets. Appearance and freshness of fresh vegetables are the most important factors in purchasing choices for consumers.
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