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    An analysis of the relationship between quality cues and quality attributes in the purchase of fresh produce by Malaysian consumers

    185533_185533.pdf (247.5Kb)
    Access Status
    Open access
    Authors
    Chamhuri, N.
    Batt, Peter
    Date
    2011
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Chamhuri, N. and Batt, P.J. 2011. An analysis of the relationship between quality cues and quality attributes in the purchase of fresh produce by Malaysian consumers. Acta Horticulturae. 895: pp. 75-84.
    Source Title
    Acta Horticulturae
    Additional URLs
    http://www.actahort.org/books/895/895_9.htm
    ISSN
    0567-7572
    School
    School of Management
    Remarks

    The original publication is available at www.actahort.org

    URI
    http://hdl.handle.net/20.500.11937/12759
    Collection
    • Curtin Research Publications
    Abstract

    Consumers’ preferences and the decision to purchase fresh produce from a retail store are based on a variety of quality cues. In the quality perception process, quality cues are associated with desired quality attributes (values). Malaysian consumers in the Klang Valley most often associate the appearance of the fresh produce (freshness, colour and firmness) with good taste. Fresh fruit and vegetables without any chemical residues, freedom from pests and diseases, and the origin of the produce were suggested as having a strong correlation with food safety and a beneficial impact on the environment and worker welfare. However, the quality cues utilised by consumers to associate fresh fruit and vegetables that taste good, that are safe, and produced in a way that is good for the environment and worker welfare varies significantly between each desired value.

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