{"id":447,"date":"2026-07-03T13:20:13","date_gmt":"2026-07-03T13:20:13","guid":{"rendered":"https:\/\/www.journals.utgjiu.ro\/JES\/?post_type=articol&#038;p=447"},"modified":"2026-07-03T13:20:13","modified_gmt":"2026-07-03T13:20:13","slug":"marketing-researchon-on-the-influence-of-the-appearance-of-vegetables-in-the-purchase-decision","status":"publish","type":"articol","link":"https:\/\/www.journals.utgjiu.ro\/JES\/articol\/marketing-researchon-on-the-influence-of-the-appearance-of-vegetables-in-the-purchase-decision\/","title":{"rendered":"MARKETING RESEARCHON ON THE INFLUENCE OF THE APPEARANCE OF VEGETABLES IN THE PURCHASE DECISION"},"content":{"rendered":"<p>This study examines the role of the vizual elements of agri-food products in consumer behavior, in the context of<br \/>\nan increasing preference for products perceived as high-quality. The research aims to identify how the apperance of<br \/>\nvegetables influences purchasing decisions and highlights the relationship between visual perception and purchase<br \/>\nintent. The study is based on the hypothesis that an attractive appearance characterized by vibrant color, uniform<br \/>\nshape, freshness, and the absence of defects leads consumers to associate products with superior quality and increases<br \/>\ntheir likelihood of purchasing them.<br \/>\nThe methodology used is a mixed-methods approach, based on a literature review and statistical analysis of the<br \/>\nvegetable market, supplemented by quantitative research conducted via a questionnaire. The data collected made is<br \/>\npossible to assess consumers` perceptions of visual attributes and their impact on purchasing decisions. The results<br \/>\nconfirm that visual appearance in an important factor in consumers` decision-making process, influencing their<br \/>\nperception of product quality and freshness. Furthermore, most consumers prefer products that meet the aesthetic<br \/>\nstandards set by retailers, even if these do not directly affect nutritional value.<br \/>\nThe study`s findings highlight the importance of the appearance of vegetables in agri-food marketing strategies<br \/>\nand the need to adapt presentation and marketing methods to consumer preferences.<\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}}},"class_list":["post-447","articol","type-articol","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.journals.utgjiu.ro\/JES\/wp-json\/wp\/v2\/articol\/447","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.journals.utgjiu.ro\/JES\/wp-json\/wp\/v2\/articol"}],"about":[{"href":"https:\/\/www.journals.utgjiu.ro\/JES\/wp-json\/wp\/v2\/types\/articol"}],"wp:attachment":[{"href":"https:\/\/www.journals.utgjiu.ro\/JES\/wp-json\/wp\/v2\/media?parent=447"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}