This is case study directed to learn about the consumer’s willingness to purchase integrated produced vegetables in four cities of the Eighth Region of Chile. Four variables, i.e. product, price, place and communication, were utilized in a survey conducted at the supermarket level. Conclusions point out that there is absolute ignorance about vegetable integrated production. Consumers value the external appearance of the product in order to define quality and sanitary aspects. In addition, interviewed individuals are willing to pay an over-price for a safe product. Lastly, the preferred place to purchase vegetables is the supermarket.


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