Consumer Preferences for Horticultural Products
A special issue of Horticulturae (ISSN 2311-7524). This special issue belongs to the section "Horticultural Economics, Policy, Business Management and Marketing".
Deadline for manuscript submissions: 10 December 2025 | Viewed by 12
Special Issue Editors
Interests: consumer behavior; horticultural products; fruit products; segmentation; preferences; innovation; value chain; marketing channels; advertising; agribusiness
Special Issue Information
Dear Colleagues,
Knowledge of the consumption of fresh or processed fruits and vegetables is fundamental for designing and implementing business and marketing strategies. Consumer demand is increasing daily, and therefore, so is that of commercial agents involved in the fruit and vegetable business. This means that agricultural companies and marketers involved in the sale of fruits and vegetables must significantly improve their products by diversifying their offerings. Specifically, new species and varieties, sales formats, perceived quality, safety, packaging, commercial logistics, and certifications (organic, sustainability, water footprint, carbon footprint, etc.) are key to achieving competitive fruit and vegetable marketing.
In this context, increasingly detailed research on aspects of consumer behavior is required to provide high-quality information on willingness to pay, attitudes, lifestyles, preferences, level of involvement with a product, loyalty, brand building, etc., at the consumer level. Information is also needed regarding purchasing decision-making processes, point-of-sale characteristics, analysis of in-person and virtual sales agents involved in the sale of fruits and vegetables, and public and private fruit and vegetable promotion and advertising strategies. In this regard, statistical (multivariate analysis) and mathematical models that explain consumer behavior, as well as market etc., are necessary to improve the marketing strategies and tactics used for marketing fruits and vegetables.
This Special Issue will provide highly relevant analyses for decision-makers in agricultural companies involved in fruit and vegetable value chains that need to develop efficient marketing strategies.
Dr. Marcos Germán Mora González
Dr. María Loreto Prat del Río
Guest Editors
Manuscript Submission Information
Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.
Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Horticulturae is an international peer-reviewed open access monthly journal published by MDPI.
Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2200 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.
Keywords
- preferences
- fruits
- vegetables
- consumer behavior
- optimization
- behavioral patterns
- attitudes
- lifestyles
- purchase decisions
- involvement
- ethnocentrism
- safety
- perceived quality
- loyalty
- willingness to pay
- point of sale
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