Effects related to dimensions of purchasing decision quality of vegetables and fruits at grocery stores in slovenia

Abstract

The purpose of the study was to identify and analyze the effects leading to and from the dimensions of purchasing decision quality of vegetables, fruits, or both, at grocery stores in Slovenia. For the research a combination of online and paper-pencil surveys was carried out nationwide in Slovenia. As the research method the structural equation modeling was used. Brand/origin and color/size were identified as dimensions of a theoretical formative, second-order latent construct of the purchasing decision quality of vegetables, fruits or both at grocery stores in Slovenia. Therefore, domestic producers and managers of retailers should focus on creating strong and recognizable brands. Research focus was on the direct effects pointing to and from the identified dimensions. Those buyers who were purchasing more often, to them the dimensions of brand/origin and color/size were significantly more important. Purchases duration had a significant positive effect on the dimension of brand/origin, while the level of self-sufficiency from one’s own garden or field had a negative effect on the dimension of brand/origin. Buyers, who had highly valued the dimension of brand/origin, had purchased perceived quality products that were significantly in higher price ranges. Also, buyers who had highly valued the dimension of brand/origin had higher shares of purchased domestic products. This study provides new guidelines for Slovenian producers, retailers, and suppliers of vegetables and fruits. The originality of this study is that it simultaneously analyzes the effects of purchasing frequency, purchases duration, and level of self-sufficiency from one’s own garden or field.