Determinants of Fruit Purchasing Decision Among Singaporean Consumers: An Empirical Study

Abstract Empirical assessment concerning the relationship between fruit characteristics and fruit purchase is rather limited within the Asia-Pacific region. It is for this reason that the current study was carried out, to offer an understanding on the fruits characteristics that consumers seek during their fruit purchasing decision. This study was undertaken among 519 Singaporeans. The integrative data analysis approach, i.e., PCA and PLS-SEM adopted in this study is among the first to be undertaken in a consumer behavior study on perishables. The three determinants influencing fruit purchase decision include search and experience, claims and label, and visual appearance. Claims and label, and visual appearance, respectively, demonstrated positive relationship with fruit purchase, while search and experience depicted an inverse relationship. This study findings offer valuable insights which can assist food supply stakeholders to strategize and adopt approaches that serve as a move to tackle low fruit intake among Singaporeans.