Consumer perceptions and motivations in choice of minimally processed vegetables: a case study in Italy

Purpose \u2013 The purpose of this paper is to examine the usefulness of integrating measures of motivations in predicting purchase intentions of fresh cut products. In order to gain this purpose the authors developed a field study that involved about 425 consumers of fresh cut vegetables products. Design/methodology/approach \u2013 Questionnaire data were gathered in Italy on a Likert scale. Questions focussed on intentions to purchase fresh cut lamb\u2019s lettuce from environmental sustainable farms, simulating a fresh cut product with an Eco-label. Data were analyzed using structural equation modeling (SEM). The SEM technique is used to develop propositions representing a theoretical approach in the context of the process for purchasing fresh cut products. With regard to distinguishing between the motives, the authors referred to the approach that sets out two different types of motive: health and green. Findings \u2013 The resulting managerial implications make it possible to assess how much the different types of motive influence the attitude and affect the choices and the behavior of the consumers. Originality/value \u2013 This implies important managerial implications for new marketing strategies for minimally processed food products, with the opportunity to take advantage of the potential adoption of an Eco-label. \ua9 Emerald Group Publishing Limited