Relevant Attributes Influencing Consumers’ Tomato Acceptance: A Systematic Review and Research Agenda

3.1.1 Product Features

Product features resulted moderately analyzed in the selected sample, as shown in Table 1. During the food choice process consumer is faced with more products, and each product is characterized by a multiplicity of features able to influence them: variety, conservation characteristics, availability, storage shelf-life. In their study, Jürkenbeck and Spiller (2021) considered variety as tomato attribute and hypnotized that this information enhances consumers to purchase the product with the desired taste. Analyzing four varieties of tomato (cocktail tomato, roma tomato, beefsteak tomato, salad tomato), authors discovered that variety attribute was negligible for three clusters of German consumers on four. However, it emerged that consumers belonged to the price-sensitive cluster tended to select tomatoes of the cocktail variety. Conversely, Martínez-Carrasco et al. (2012) declared that variety attribute was the observable variable that contributed the most toward explaining the product guarantee for UK consumers. At last, Spinelli et al. (2019), considering processed tomato varieties introduced in the marketplace, such as canned cherry, tomato puree and datterini tomatoes (with or without skin), studied if the consumer perceives the sensory variety related to the several tomato species assigning to this perception different uses and emotions. The authors discovered that even if the several varieties not differing in liking, consumers assigned different emotions (e.g., reassurance for tomato puree, curiosity for peeled datterini). Referring to conservation aspects (deep-frozen, un-chilled storage, unpacked), Tobler, Visschers, and Siegrist (2011b) discovered that consumers prefer the deep-frozen foods. Accessibility and easy to storage were rating as factors with a medium impact in vegetable choices of Poland consumers (Babicz-Zielinska, 1999). Finally, according to Verbeke et al. (2008) shelf-life and availability, was the most influencing attributes able to conditioning the choices also of consumers unaware about tomatoes.

3.1.2 Price

Price attribute resulted widely analyzed in the selected sample, as shown in Table 1. It is recognized that a significant amount of consumers is price-oriented (Jürkenbeck and Spiller 2021) and companies often adopt marketing strategies based on discount and sale to stimulate purchases (Kienzler and Kowalkowski 2017). Confirming the relevance, 15 studies of the sample investigated the price attribute. Price resulted the most important attribute of tomato for German consumers (Jürkenbeck and Spiller 2021; Jürkenbeck, Spiller, and Meyerding 2019), Australian consumers (Hoek et al. 2017), Poland consumers (Babicz-Zielinska 1999) and Malawi mothers (Flax et al. 2021). Jürkenbeck and Spiller (2021) found a cluster of consumers totally price-oriented and other consumers segmentations price-sensitive which implied that German consumers preferred to purchase when tomatoes were offered at low prices, confirming the previous results of Jürkenbeck, Spiller, and Meyerding (2019). However, it is interesting to note that Meyerding (2016), investigating German consumers, found that price is ranked 12th in the importance of the characteristics of purchasing tomatoes, even if it resulted the most important characteristic of the vine tomatoes variety. Hoek et al. (2017), in the comparison of fresh and canned tomatoes, observed a small shift choice under the influence of price changes: when the price difference between the two types of products was reduced, the choice for fresh tomatoes increased to 33%. Albanian consumers were characterized by a price sensitive cluster and another cluster in which consumers interpreted the price as signal of quality (Skreli et al. 2017). This second trend was also discovered by Verbeke et al. (2008) among the Belgium consumers which were aware of the Flandria tomato variety or not. The price sensitivity was discovered also by Flax et al. (2021) for Malawian mothers which shifted to less expensive tomatoes or bought smaller quantities when prices increased. Exenberger, Bucko, and Rabatin (2020) discovered that the knowledge of the price affects Slovak consumers behavior: the perception of the quality by the university students was significantly influenced by whether they knew the prices of tomatoes being tested or not. But, Šugrova et al. (2020) found that the position of the young Slovak consumers were neutral, since this generation resulted not price-sensitive concerning the purchase of tomatoes. For Italian consumers, it was found a willing to pay a premium price for tomato with sustainable and origin characteristics (Baldi et al. 2021) or for biofortified tomatoes even if the informed consumer on this specific product represented a small market segment (Timpanaro et al. 2020). Similarly, Indonesian consumers recognized a higher price for brand and packaging attributes (Utami, Sadeli, and Perdana 2016) and in Poland market existed a potential segment composed by individuals willing to pay a price premium of 2% over the unlabeled products (Akgüngör, Miran, and Abay 2001). Even if the research proposed by Martínez-Carrasco et al. (2012) revealed that the price had a declared importance superior to the average (3.88 in a five-level Likert scale), the authors concluded that the role of price in perceived quality of tomato was doubtful, because the price reflected the seasonality of the product and the length of the distribution chain.

3.1.3 Packaging and Label Design

Packaging and label design resulted low analyzed in the selected sample, as shown in Table 1. Packaging is an important product attribute in quality evaluation (Ulaga and Chacour 2001) which consumer needs and values during the food choice (Utami, Sadeli, and Perdana 2016). It is capable to differentiate perishable consumer goods and it is designed to increase the product perceived quality. Similarly, label is increasingly used to communicate the product features to the consumer (Deliza, Rosenthal, and Silva 2003), especially for those that are not easy to verify by consumer (Jürkenbeck, Spiller, and Meyerding 2019). In our sample of analysis, we discovered five studies that considered the role of packaging and label design in consumer food choice. Particularly, Utami, Sadeli, and Perdana (2016) and Verbeke et al. (2008) found a positive effect of packaging on creating value of tomato. Utami, Sadeli, and Perdana (2016) suggested the need to educate farmers of premium quality tomatoes regarding the importance of packaging to enhance the customer value of their product. Frez-Muñoz, Steenbekkers, and Fogliano (2016) and Tobler et al., (2011) focusing the attention on the packaging material. According to Frez-Muñoz, Steenbekkers, and Fogliano (2016), packaging material was the most important extrinsic quality attribute for Chileans and Netherlands referring respectively to a glass container and a can with easy open system. In contrast, for Italians, it was one of the least relevant attributes during vegetable purchasing, especially when the product familiarity was high. Looking at metal, plastic and glass packaging, the results proposed by Tobler et al. (2011a, 2011b) shown that consumers seemed to attribute more environmental harm to packaging than was done in life cycle assessment (LCA). The authors considered this overrating of packaging related to the outcome generated by the media campaign that promote recycling behavior. The results of Šugrova et al. (2020) were discordant: the decision-making process of young Slovak consumers when buying tomatoes was least influenced by packaging and information on the packaging.

3.1.4 Brand

Brand resulted low analyzed in the selected sample, as shown in Table 1. During choice and purchasing act having food with brand on label is important for consumers due to their perceived trust (Khamitov, Wang, and Thomson 2019). That fact leads companies to find suitable and efficient ways of showing consumers this trust (Dzyabura and Peres 2021). From Šugrova et al. (2020) the preference about tomatoes choice of the young Slovak consumers emerge: young consumers buy tomatoes once a week or several times a month, demonstrating a good familiarity with the product and their brand, but most of them not demonstrate a brand loyalty. According to Frez-Muñoz, Steenbekkers, and Fogliano (2016) brand attribute was able to influence Italians, Netherlands and Chileans consumers choices and familiarity about tomatoes: Chileans had low familiarity because shopped processed tomatoes only in big supermarkets with few brands; Netherlands had a medium familiarity because the product is known as well as their brands and presence in every supermarket; Italians had an high familiarity due to they regularly consumption of processed tomatoes and the presence of them in every supermarket or small grocery shops with a wide range of brands. Downline these evidences the authors found that for Netherlands and Chileans brand was the least attribute in terms of importance, particularly Chileans preferred a known brand because linked to the perception of a high quality product; on the contrary, for Italians brand was one of the most important attributes, preferring the farmer’s brand (Frez-Muñoz, Steenbekkers, and Fogliano 2016). The same importance was detected by Utami, Sadeli, and Perdana (2016) for Indonesian people who consider branding able to provide significant contribution to customer value, influencing personal food choice. Particularly, for Indonesian consumers, branded tomatoes were perceived with an higher value rather than the generic vegetable mostly sold in the market (Utami, Sadeli, and Perdana 2016). On the contrary, for Belgium and Spanish consumers, Verbeke et al. (2008) and Martínez-Carrasco et al. (2012) found that brand attribute, about fresh tomatoes, was not significant for consumers. Verbeke et al. (2008) stated that brand or label claims not influence the belief of Belgium consumers in health benefits from eating Flandria tomatoes. For Spanish consumers, brand was the lowest in terms of importance due to the absence of recognized brands in the fresh tomato sector (Martínez-Carrasco et al. 2012).

3.1.5 Convenience Features

Convenience features resulted low analyzed in the selected sample, as shown in Table 1. After the review of several definitions, Buckley et al. (2005) explained that the convenience is associated with the possibility to reduce the inputs (time, efforts, etc.) required by consumer in food shopping, cooking and consumption. Among the papers that composed the analyzed sample, we retrieved several attributes that can be considered convenience features: convenience, attractiveness, discount, sale, habits, advertising, fashion, accessibility, availability and so on. An effective way to positively affect food choices consisted in adding convenient (to be seen, picked up and consumed) or attractive (a nice packaging, a catchy brand name or a reasonable price) elements in products (Wansink 2015). For example, it was discovered that lifestyle and habits influenced the consumption of packed vegetable as the main reasons for selecting these products are convenience and saving time. Hershko et al. (2020) and Babicz-Zielinska (1999) confirmed that attractiveness and convenience cues affected the appeal of foods. According to Alamanos, Bourlakis, and Tzimitra-Kalogianni, (2013) eating habits were one of the main factors able to influence the consumption of fresh tomatoes, but they were considered to have medium impact by Babicz-Zielinska (1999); and Šugrova et al. (2020). Moreover, Babicz-Zielinska (1999) showed a medium impact of accessibility and popular use and a low impact of fashion, advertising and easy to store on the consumption of fresh tomatoes. Šugrova et al. (2020) evaluated also the impact of discount and sale showing a medium impact on consumer behaviors. At last, Verbeke et al. (2008) considered information availability about food as a convenience component detecting a medium impact on the consumption of tomatoes.

3.1.6 Sensory Properties

Sensory properties resulted widely analyzed in the selected sample as shown in Table 1. The several sensory properties, discussed below, were grouped into three main categories: appearance, taste and flavor, smell. Appearance category encompassed the sensory properties that involve the sense of sight. Generally, all authors found a positive relationship between color and tomato sensory qualities. Jürkenbeck, Spiller, and Meyerding (2019) found that the color for fresh tomato was the most important attribute for three out six clusters of German consumers. However, the authors debated that green and yellow tomatoes were rejected by all segments. It emerges that an attractive tomato was red (Jürkenbeck, Spiller, and Meyerding 2019; Oltman, Jervis, and Drake 2014; Rocha et al. 2013) with even and intense color (Oltman, Yates, and Drake 2016). These results were confirmed also for processed tomato. Indeed, Frez-Muñoz, Steenbekkers, and Fogliano (2016) retrieved for all segments of customers the preference of red and light red, accompanied by the preference of a glass packaging that allowed consumer to evaluate the color during the purchase of processed tomato. Also, the brightness of the color was perceived as an important attribute (Rocha et al. 2013; Verbeke et al. 2008). Referring to tomato size we discovered a dispute: some studies shown that it was not perceived as key quality attributes (Frez-Muñoz, Steenbekkers, and Fogliano 2016; Jürkenbeck, Spiller, and Meyerding 2019; Oltman, Yates, and Drake 2016; Rocha et al. 2013) and others considered the size an important external factor related to appearance (Martínez-Carrasco et al. 2012; Oltman, Jervis, and Drake 2014; Verbeke et al. 2008). Particularly, Oltman, Jervis, and Drake (2014) affirmed that an attractive tomato was medium/small sized. The general appearance or presentation of tomato was a factor able to affect the consumer choice of people (Verbeke et al. 2008) or young people (Dinnella et al. 2016; Šugrova et al. 2020) representing a quality indicator also for mothers (Flax et al. 2021). It represented an exception to this trend the study proposed by Rocha et al. (2013) according to which no significant differences were found referring to beautiful tomatoes. Several studies (Frez-Muñoz, Steenbekkers, and Fogliano 2016; Oltman, Jervis, and Drake 2014; Oltman, Yates, and Drake 2016; Rocha et al. 2013) shown the presence of a consumers’ cluster that considered firmness one the most important quality attributes, representing a driver of tomatoes purchase intention (Rocha et al. 2013). On the contrary, from the results shown by Jürkenbeck, Spiller, and Meyerding (2019) and Martínez-Carrasco et al. (2012), firmness was considered one of the least important attributes respectively for German and Spanish consumers. In comparison with the other sensory attributes, the skin attribute had no significant influence on the consumers (Jürkenbeck, Spiller, and Meyerding 2019; Oltman, Jervis, and Drake 2014; Oltman, Yates, and Drake 2016; Rocha et al. 2013). Moreover, it was found out that most young consumers (Šugrova et al. 2020), mothers (Flax et al. 2021) and consumers in general (Babicz-Zielinska 1999) were mostly influenced by freshness during the food choice especially for fruits and vegetables. At last, it was discovered as quality (Šugrova et al. 2020) and external damage (Martínez-Carrasco et al. 2012) were able to affect consumer food choice referring to tomato product.

Taste and flavor category, encompasses the sensory properties that involve the sense of taste. Several studies discussed that better flavor (Alamanos, Bourlakis, and Tzimitra-Kalogianni 2013; Dinnella et al. 2016; Martínez-Carrasco et al. 2012; Oltman, Jervis, and Drake 2014; Oltman, Yates, and Drake 2016; Rocha et al. 2013) and taste (Babicz-Zielinska 1999; Dinnella et al. 2016; Flax et al. 2021; Jürkenbeck, Spiller, and Meyerding 2019; Verbeke et al. 2008) were strategic elements in fresh tomatoes consumption. Particularly, Jürkenbeck, Spiller, and Meyerding (2019) found a cluster of consumers that base the tomatoes choice principally on taste, and another cluster that considered important this attribute. The consumers of this study gave less importance to flavor. Dinnella et al. (2016), in a cross-countries study (Denmark, France, Italy, UK), discovered the presence of consumers, regardless of nationality, that preferred tomatoes with delicate flavor. Ripe flavor, and sweet and umami tastes were drivers of liking for tomatoes at consumption for consumers of Raleigh (USA) (Oltman, Yates, and Drake 2016). It is interesting to note that flavor not represented a strategical element in distinguish conventional or organic tomato (Zhao et al. 2007) and had a low influence in the food choice of young consumers (Šugrova et al. 2020). Studying the relationship between taste and flavor cues, Van Stokkom et al. (2018) discovered that the combined use of these cues with smell cues increase the consumer identification of vegetable in the Netherlands. Particularly, referring to a specific taste of tomatoes, it emerged the presence of groups of consumers who preferred sweetness (Frez-Muñoz, Steenbekkers, and Fogliano 2016; Jürkenbeck and Spiller 2021; Rocha et al. 2013), aromatic (Jürkenbeck and Spiller 2021), seeds presence (Frez-Muñoz, Steenbekkers, and Fogliano 2016; Oltman, Yates, and Drake 2016), juiciness (Frez-Muñoz, Steenbekkers, and Fogliano 2016; Verbeke et al. 2008), consistency and acidity (Frez-Muñoz, Steenbekkers, e Fogliano 2016), soft and smooth (Rocha et al. 2013). Any specific preference emerges for sour (Jürkenbeck and Spiller 2021), salty, thick, few seeds, acidity, and crunchy (Rocha et al. 2013).

Smell category, encompasses the sensory properties that involve the sense of smell. Several studies discovered that nice aroma was a strategical factor in tomato food choice (Alamanos, Bourlakis, and Tzimitra-Kalogianni 2013; Šugrova et al. 2020; Yamada et al. 2014). Martínez-Carrasco et al. (2012), even if declared a good importance for aroma, sustained that this attribute obtained a less relative weight comparing with other sensory attributes (firmness, flavor). It was interesting to underlie the presence of two studies that aimed to establish linkages between consumers’ sensory tomato perceptions and: i) emotional association (Jaeger et al. 2018; Spinelli et al. 2019) and ii) consumer’s experience (Spinelli et al. 2019). Particularly, Jaeger et al. (2018) considered the relationship between color, appearance, skin, sweetness, sourness, salty, taste, flavor, creamy, thick, watery, bitter, seed presence, fragrant, odor and emotional associations. The authors found that customized vocabularies of modest length able to describe sensory information were desirable when seeking to establish linkages between emotional associations and sensory characteristics of food/beverage stimuli. Spinelli et al. (2019) studied the relationship between color, appearance, skin, sweetness, sourness, salty, taste, flavor, creamy, thick, watery, bitter, dried, seed, odor and customers’ emotional associations and experiences. The results shown that consumers perceived the products as different in terms of sensory properties and that these sensory properties were associated with different uses, emotions, and functional conceptualizations: “peeled datterini were also perceived as more cheerful, more associated to surprise and curiosity” (Spinelli et al. 2019 p. 22).

3.2.1 Safety and Health

Safety and Health resulted moderately analyzed in the selected sample, as shown in Table 1. In recent years, consumer choice was influenced by increasing attention on the food health and safety (Timpanaro et al. 2020). Consumers over the world are available to spend more for food perceived as healthy and safe: Malawian mothers intended to spend more for healthy food (Flax et al. 2021); Turkish consumers were willing to pay for the presence of a food safety label (Akgüngör, Miran, and Abay 2001); miscellaneous country consumers, engaged through web in Timpanaro et al. (2020) study, demonstrated a high willingness to pay of functional food. The presence of information related to safety and health, was detected as determinant also by Mesías Díaz et al. (2012), who confirmed that consumers value organic food positively for its health and safety qualities. Also for Swiss consumers organic tomatoes were rated positively, especially in healthiness for the environment (Tobler, Visschers, and Siegrist 2011a). The relation between health and environment was recognized also by Hoek et al. who found that consumer prefer product with a combination of a health and environment logos compared to individual label (Hoek et al. 2017). Label, particularly guarantee label, was recognized by Martínez-Carrasco et al. (2012) to have less weight as influencing factor among Spanish consumers food choice. Oltman, Jervis, and Drake (2014) and Verbeke et al. (2008) found that health claim on label not influence respectively USA and Belgium consumers food choice. On the contrary, during vegetable choice, “good for health” claim seemed to influence Polish university students, more women than men (Babicz-Zielinska 1999). The aspect of perceived healthiness of food was remarked also by Alamanos, Bourlakis, and Tzimitra-Kalogianni (2013); Babicz-Zielinska (1999); Timpanaro et al. (2020); and Verbeke et al. (2008) according to which the nutritional content of food is considered as one of health attribute. Timpanaro et al. (2020) consider nutritional knowledge with a high power to fight the against malnutrition and diseases. From this perspective nutritional content attribute evaluation was able to elevate the perception of food by consumers, shifting from a source for the body’s nutritional needs to a tool for the prevention and treatment of diseases. The consumers which perform that kind of evaluation were segmented by Timpanaro et al. (2020) and Alamanos, Bourlakis, and Tzimitra-Kalogianni (2013) as “health-conscious”, who was consumers which preferred to select vegetables basing on nutritional value. Particularly, from Verbeke et al. (2008) study it emerged that consumers, who consider relevant nutritional content value, have strong beliefs in the health benefits from eating tomatoes. Also, Babicz-Zielinska (1999) confirmed this importance.

3.2.2 Origin

Origin resulted moderately analyzed in the selected sample, as shown in Table 1. By using a regional or origin indication, companies are able to create in consumers associations between the product and the provenance region, enriching the product with an image. Verbeke et al. (2008) found that Belgium consumers perceived differently the quality of Flandria tomatoes and other tomatoes because guarantying of origin and provenience. Tobler, Visschers, and Siegrist (2011b) found that Swiss consumers evaluated domestic product (local product) more favorably, and were inclined to associate products from less developed countries with lower in quality and performance. Baldi et al. (2021) found that for Italians and British consumers, the origin was the most preferred attribute during the tomato’s choice with strong preference for the South European provenience and negatively affected by tomatoes from Extra Europe. The Italians attention to origin attribute was confirmed also by Frez-Muñoz, Steenbekkers, and Fogliano (2016) which found that the country of origin was the most important parameter for Italians. Moreover, Italians were the only group of consumers, among Netherlands and Chileans ones, which preferred product with the Product Designation of Origin (PDO) certification, independently of the country of origin. On the contrary, Netherlands preferred product with specific provenience (Mediterranean origin) and Chilean consumers preferred organic product with local origin (Frez-Muñoz, Steenbekkers, and Fogliano 2016). For Germans consumers, origin attribute was the second in terms of importance (Jürkenbeck and Spiller 2021), but if linked to regionality loses importance, may be due to the different meanings to different consumers of regionality, and no legal agreement about the term’s definition in Germany. On the other side, in several studies (Martínez-Carrasco et al. 2012; Skreli et al. 2017; Šugrova et al. 2020; Timpanaro et al. 2020), the origin attribute emerged as not so important for consumers. It was interesting to note that for Albanians origin attribute, in general, not seem to be significant on food choices but gained relevance if Lushnja and Korça regions were specified as location of provenience (Skreli et al. 2017). Slovak consumer not cared about country of origin and particularly they preferred Slovak tomatoes (Šugrova et al. 2020). Referring to functional tomatoes, origin was important not only if referred to final food but also of the functional ingredient because regulated by Regulation (EC) 1925/2006, particularly about the addition of vitamins, minerals and certain other substances with beneficial properties (Timpanaro et al. 2020).

3.2.3 Environmental Sustainability

Environmental Sustainability resulted low analyzed in the selected sample, as shown in Table 1. This attribute represents the impact that the food production generates on the environment in terms of pollution, resource exploitation and waste. A new and growing environmental awareness is remodeling food consumption behaviors (Baldi et al. 2021; Grunert, Hieke, and Wills 2014; Tobler, Visschers, and Siegrist 2011b). In this context the farming activity could have a big impact on sustainability doing the difference in terms of resources preserving during cultivation phases. Baldi et al. (2021) in their study considered the fresh tomatoes as analysis object precisely for its non-negligible environmental impact in terms of resource usage efficiency. Italian consumers were available to spend more for fresh sustainable tomatoes produced in Southern Europe with a low quantity of water. Thus, country-origin attribute was detected as strictly connected to the sustainability attribute (Baldi et al. 2021; Meyerding, Schaffmann, and Lehberger 2019). Meyerding, Schaffmann, and Lehberger (2019) found that German consumers preferred first and foremost an economic, safe and healthy product and only after that were they willing to pay for, respectively, first social and second climate issues. Indeed, climate issues were few perceived because consumers believe that climate issues cannot be controlled through tomatoes purchasing. On the contrary, environment logos or information were able to affects the choice of Australian consumers among a product and their sustainable alternatives and that this choice was linked to the alternative similarity, the familiarity with them and the liking of them (Hoek et al. 2017). About sustainability attribute, Tobler et al. (2011a, 2011b) analyzed the preferences of Swiss consumers within environmental friendliness context, but comparing preferences with LCA requirements for 10 vegetables. In contrast to the LCA results, Tobler et al. (2011a, 2011b) found that Swiss consumers perceived (i) transportation distance rather than transportation mode as more impactful on environment and (ii) organic production as much more important for the environmental friendliness. Moreover, fair trade attribute was rated as relatively among Swiss consumers, giving an input to LCA experts in order to consider social issues together with sustainability ones. Tobler et al. (2011a, 2011b) and Mesías Díaz et al. (2012) findings suggested that the current product information about sustainability context were still insufficient for judging their environmental friendliness. An high willingness to pay for organic food (perceived by Spanish more environmental friendly than the conventional ones) was recovered among informed consumers with regular access to organic food (Mesías Díaz et al. 2012). Verbeke et al. (2008) found that for Belgium consumers the Flandria quality label of tomatoes stands in the first place for high quality also because produced through an environmentally friendly production process.

3.2.4 Production Processes

Production processes resulted low analyzed in the selected sample, as shown in Table 1. The production processes information influenced consumers preference. Even if in some cases production processes regards also elements related to environmental sustainability, we choose to consider this attribute as independent one, since production processes involve other aspects besides the environmental one, such ethical or economic issues. Knowing if a tomato is grown ecologically or conventionally could made the difference on consumers food choice (Zhao et al. 2007). This information played a strategic role also in Mesías Díaz et al. (2012) study where although the consumers revealed to know what an organic food was, contrasted with their lack of knowledge about their features able to differentiate it from conventional one. Particularly, a high portion of participants revealed to know that organic foods were products with a common logo, that they were free of genetically modified organisms (GMO) and that they were supervised by regulatory boards, but most consumers still believe that organic food were only fresh food or produced by means of traditional farming practices (Mesías Díaz et al. 2012). Information about food production process resulted relevant for Swiss, Chileans, Netherlands and Italians consumers, since they perceived organic production as very relevant due their low impact in the environment (Frez-Muñoz, Steenbekkers, and Fogliano 2016; Tobler, Visschers, and Siegrist 2011a). According to Skreli et al., Albanian consumers could be clustered into four groups, for two of them production system was the most important attribute. Particularly, open field tomatoes were strongly preferred to greenhouse tomatoes (Skreli et al. 2017). From Gokalp Goktolga and Esengun (2009), Turkish consumers’ willingness to pay for non-GMO products was most influenced by household size, monthly income and food expenditure.