Introduction
Fruit and vegetable consumption is an important component of a healthy diet. Despite its importance, there is no systematic analysis of how consumers buy these 'categories' (fruits and vegetables) or 'brands' (bananas, apples, broccoli, peas, etc.). In response, this paper determines if there are any patterns in fruit and vegetable buying behaviour similar to those established within the consumer behaviour literature, namely patterns relating to consumer loyalty, consumer sharing and brand user profiles (Ehrenberg 1988; Sharp 2010; Romaniuk & Sharp 2016).
This paper first discusses the context of the research, highlighting the need for an understanding of fruit and...