Exploring Dutch consumer practices and preferences regarding purchase, storage and packaging of fresh fruits and vegetables

Purpose Reducing plastic packaging is a key goal in tackling plastic pollution. At the same time, packaging can protect fresh produce and potentially prevent food waste. However, little is known about what consumers actually do with packaged produce at home, or how packaging influences their storage decisions. This study explores consumer practices and preferences regarding the purchase, storage and packaging of fresh fruits and vegetables. Design/methodology/approach An online survey was conducted among Dutch consumers (n = 290). The survey focused primarily on how consumers store fresh produce at home, but also included questions about purchase routines and packaging preferences. Data were analysed using descriptive and inferential statistics. Findings Storage practices varied widely across respondents and products, both in terms of location and motivation. Shelf life extension of fresh produce was not always the primary consideration, as other practical priorities, such as ease of access, routine and available space, also played a role in determining how and where fresh produce was stored. Vegetables were often kept in their unopened packaging, whereas fruits were more frequently unpacked. These patterns reflect a complex interplay of practical and habitual considerations in household food management. Practical implications Providing consumers with knowledge about optimal storage practices for fresh produce could help reduce food waste. Retailers can also play a role by improving the fit between packaging formats and storage needs, and by offering guidance at the point of sale. Originality/value This study offers new insights into household storage practices for fresh fruits and vegetables. It highlights that food management behaviours are often driven by everyday routines and practical concerns, rather than by a deliberate intention to reduce food waste.