THEORETICAL ASPECTS OF THE AGROMARKETING IN THE VEGETABLE-FRUIT FIELD

Abstract

The aim of the present paper is to review the literature in the field of agromarketing for vegetables and fruits. The paper includes aspects which differentiate the agromarketing form marketing, the aspects related to the demand and offer of the agroalimentary products as well as the aspects concerning the consumer's behavior in relation with purchasing vegetables and fruits. Since the recent research disclosed confusion among the customers in what the consumption of the fresh vegetables and fruits vs. BIO products concerns, the present paper highlights in the final part research results, which emphasize the main reasons for which the customers prefer BIO products.