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Consumer Purchasing Behaviour towards Fresh Fruits and Vegetables: A Literature
Marketers realized that packaging performs an important role in marketing communications and could be one of the most important factors influencing consumer purchase decision. Sales of packaged food are rapidly increasing, thanks to their image of convenience and healthiness. In this paper, consumers’ attitude and purchase intentions towards packaged food is investigated through literature review. The likelihood of buying packaged food tends to be higher among better-educated consumers and among consumers with children. This study is to find how aware are consumers about the sustainability, organic food, fair trade, eco-packaging, and carbon foot printing.(Raghu,2012).
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