Special Issue "Advances in Fruit Consumer Behaviour and Marketing"

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: 6 March 2022.

Special Issue Editor

Prof. Dr. Christian Fischer
E-Mail Website
Guest Editor
Faculty of Science and Technology, Free University of Bozen-Bolzano, Bozen-Bolzano, Italy
Interests: horticultural economics, management and marketing; horticultural value and supply chains; fruit and vegetable consumer behaviour; rural development and horticultural policies

Special Issue Information

Dear Colleagues,

Global per capita fruit consumption doubled during the last 60 years (from 38kg in 1961 to 74kg in 2018) according to data from the UN Food and Agriculture Organization (food balance sheets). Fruits are a component of a healthy diet, representing a nutritional source of vitamins, minerals, natural sugars and fiber. Yet, fruit consumer prices per kilocalorie are high and due to the high perishability and seasonal production of most fruits, the consumption of fruits across the world and times of the year is unbalanced.

Fruits should be accessible, available throughout the year and affordable for everyone. One limiting factor are existing deficits in fruit marketing, reaching from insufficient consumer knowledge, via bottlenecks in logistics and distribution, to pricing and advertising issues.

How can the consumption of fruits globally be increased further? This Special Issue provides a platform for discussing novel approaches to an old problem. By taking into consideration the major drivers of a changing world such as digitalization, 'glocalization' and consumers' health orientation, innovative or improved ways can be presented to advance our knowledge of fruit consumer behaviour and marketing.

Prof. Dr. Christian Fischer
Guest Editor

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 papers will be 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 1600 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.


  • Trends in fruit consumption
  • Purchasing criteria of fruit buyers
  • Fruit consumer behaviour
  • Institutional and regulatory fruit marketing frameworks
  • Logistics and supply chain management issues in fruit marketing chains
  • Product development, pricing, distribution and communication aspects of fruit marketing
  • Integration of climate change mitigation measures into fruit marketing

Published Papers

This special issue is now open for submission.
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