Fresh vegetables are integral part of consumer’s food expenditure. Every consumer wants good value for money in market for making purchase of fresh vegetables and also looks forward to have good quality, pest and disease free, hygienic and safe produce at affordable price. The current research work was carried out to investigate the consumer perspective and concerns during supply chain of fresh vegetables. The study was carried out in Delhi (India). The core parameters for concerns were grouped under categories like consumer’s behavior on purchase of vegetables; consumer’s concern on vegetables safety and dependence on information channel. | A study on factors affecting consumers decision to purchase vegetables
