Abstract:
Postharvest loss can be defined as the degradation in both quantity and quality of a food production
from harvest to consumption. Present study was undertaken to identify the Consumers’
determinants of selection of fruits and vegetables with minimum postharvest losses in Matara DS
division. Currently, consumers take certain determinants into account when purchasing fruits and
vegetables. The determinants that influence the selection of fruits and vegetables with minimal post harvest losses can be either internal, external, or a combination of both. These determinants are
taken into consideration to minimize post-harvest losses. Primary data analysis was mainly based
on the responses received through the questionnaire, by using the SPSS software and MS Excel 2013.
Durban-Watson value was 2.330. Therefore, the independence of the observations had been met.
Using the enter method, significant model emerged (F 7,44=4.117, P< 0.001, Adjusted R
square=0.300). The finding of the results showed that the most of consumers aware (98.1%) about
postharvest losses, but they have not sufficient awareness (69.2%) about causes for postharvest
losses. Consumers perceive high waste and adverse health effects as significant problems associated
with low-quality fruits and vegetables. Regression analysis results indicated that the maturity stage
of the commodity, minimum microbial activities, and pest attacks significantly impact consumer
satisfaction. Physiological deteriorations did not have a significant impact on consumer satisfaction.
When considering external determinants for selecting fruits and vegetables, market premises
sanitation and storage conditions in the market were significant factors influencing consumer
choices. However, appropriate packaging, washing, and grading levels were not found to be
significant determinants.
