Food safety and consumption of fruits and vegetables at local markets: a means-end chain approach

Purpose This study aimed to the attributes, consequences and personal values that motivate the behavior of consumers of fruits and vegetables (FV) at local markets and how these elements are associated with food safety. Design/methodology/approach This is a qualitative research that used the laddering in-depth interview technique for data collection. Fifty interviews were conducted with consumers from Minas Gerais, Brazil. From the codification of the interview content, a hierarchical value map was constructed, showing the relationships between the attributes, consequences and values involved in the consumers’ purchasing decision. Findings Consumers value characteristics related to the origin of the product and the way it is produced and marketed. They seek particular benefits – such as satisfaction with the purchase, care for their health/well-being and safety when consuming food – and social benefits, such as the possibility of contributing to the local economy. Issues related to hygiene, organization, exposure and handling of products were some of the concerns reported by respondents with regard to food safety. Research limitations/implications It is worth highlighting the application of the laddering technique itself. Analyzing the predictive validity of the method, there is a propensity for biases linked to possible interference by the researcher, especially in the coding stage of the elements. Practical implications This study can be used by producers, marketing professionals and public policymakers to promote FV sold at local markets and to encourage the improvement of food safety practices. Originality/value The research points to five consumer segments according to the different motivations that guide their purchase behavior for local FV. In addition, a focus is given to food safety, revealing its importance in the investigated context.