Abstract
This study examines the role of the vizual elements of agri-food products in consumer behavior, in the context of
an increasing preference for products perceived as high-quality. The research aims to identify how the apperance of
vegetables influences purchasing decisions and highlights the relationship between visual perception and purchase
intent. The study is based on the hypothesis that an attractive appearance characterized by vibrant color, uniform
shape, freshness, and the absence of defects leads consumers to associate products with superior quality and increases
their likelihood of purchasing them.
The methodology used is a mixed-methods approach, based on a literature review and statistical analysis of the
vegetable market, supplemented by quantitative research conducted via a questionnaire. The data collected made is
possible to assess consumers` perceptions of visual attributes and their impact on purchasing decisions. The results
confirm that visual appearance in an important factor in consumers` decision-making process, influencing their
perception of product quality and freshness. Furthermore, most consumers prefer products that meet the aesthetic
standards set by retailers, even if these do not directly affect nutritional value.
The study`s findings highlight the importance of the appearance of vegetables in agri-food marketing strategies
and the need to adapt presentation and marketing methods to consumer preferences.
an increasing preference for products perceived as high-quality. The research aims to identify how the apperance of
vegetables influences purchasing decisions and highlights the relationship between visual perception and purchase
intent. The study is based on the hypothesis that an attractive appearance characterized by vibrant color, uniform
shape, freshness, and the absence of defects leads consumers to associate products with superior quality and increases
their likelihood of purchasing them.
The methodology used is a mixed-methods approach, based on a literature review and statistical analysis of the
vegetable market, supplemented by quantitative research conducted via a questionnaire. The data collected made is
possible to assess consumers` perceptions of visual attributes and their impact on purchasing decisions. The results
confirm that visual appearance in an important factor in consumers` decision-making process, influencing their
perception of product quality and freshness. Furthermore, most consumers prefer products that meet the aesthetic
standards set by retailers, even if these do not directly affect nutritional value.
The study`s findings highlight the importance of the appearance of vegetables in agri-food marketing strategies
and the need to adapt presentation and marketing methods to consumer preferences.
Cuvinte cheie
consumer behavior
visual appeal
purchase decision
consumer marketing
vegetables
Istoric articol
Publicat
26.06.2026
Informații autori
Citare recomandată
MARIA ANTON (PORCICA) (2026). MARKETING RESEARCHON ON THE INFLUENCE OF THE APPEARANCE OF VEGETABLES IN THE PURCHASE DECISION. Constantin Brâncuși University of Târgu Jiu Economics Series, 1(3), 350–363. https://doi.org/10.65631/jes.3.2026.33
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