Analysis of Consumer Behavior Towards post-harvest Operations of Fruit and Vegetable Crops

Abstract

The research aims to analyze consumer behavior towards post-harvest processes for fruit and vegetable crops. To achieve the research objectives, a questionnaire consisting of three sections was used. The first section included personal data of the sample (gender, age, educational attainment, place of residence, marital status, and income level). The second section contained various questions about consumer behavior, while the third section included questions about post-harvest processes for fruit and vegetable crops. The validity of the instrument was confirmed using expert judgment, and its reliability was confirmed using Cronbach's alpha coefficient, which yielded a very high overall reliability value of (0.88). The data were analyzed using SAS statistical software. The research concluded that Iraqi consumers possess a high level of awareness regarding post-harvest processes. They are concerned about the storage, transportation, and packaging of fruits and vegetables, and are apprehensive about the health implications of post-harvest treatments such as processing and the use of chemicals. The research recommends the necessity of selecting packaging with a standardized label that clearly indicates the harvest date, country of origin, transportation conditions, optimal storage temperatures, and confirmation that the product is free from chemical treatment or preservatives. It also recommends providing safe alternatives to post-harvest treatments (non-heating and low in additives) and disseminating balanced scientific awareness about their safety, while addressing consumer health concerns.