Consumer Values, Safety Perceptions, and Sustainable Vegetable Purchasing Behavior: A Cross-Sectional Study

Abstract

Introduction:
Sustainable food systems require understanding how consumer values influence food choices related to health, safety, and environmental responsibility. Although organic vegetables are increasingly promoted as part of sustainable dietary practices, regular consumption may be shaped by a gap between positive perceptions and practical access. This study examined behavioral and values-related factors influencing organic vegetable consumption, with emphasis on health benefits, food safety perceptions, sustainability concerns, and market barriers.

Methods:
A cross-sectional quantitative survey was conducted between November 2024 and February 2025 among 408 adults. A structured questionnaire assessed consumer awareness, attitudes, purchasing practices, perceived motivators, and barriers related to organic vegetables. The tool demonstrated acceptable internal consistency (Cronbach’s alpha = 0.80). Descriptive and inferential analyses, including association testing, correlation analysis, and regression modelling, were applied at a significance level of p < 0.05.

Results:
Participants generally expressed favorable perceptions toward organic vegetables and recognized their relevance to health, food safety, and sustainable consumption. Health benefits, environmental responsibility, and perceived product safety emerged as major factors supporting consumer interest. Education was associated with stronger awareness and more favorable purchasing behavior, while age-related differences were observed in attitudes and practices. However, high cost and limited availability remained important barriers, suggesting that values-based motivation does not always translate into consistent purchasing behavior.

Conclusions:
The findings indicate that organic vegetable consumption is influenced by both personal values and structural conditions. Improving affordability, product accessibility, and targeted consumer education may strengthen sustainable purchasing behavior and support broader adoption of health- and safety-oriented food choices.