| Sumario: | The role of food safety label in fresh vegetables has received little attention in
developing economies and less attention from the perspective of gender. In this
context, a conceptual model was developed to explain the effect of food safety label as
a moderator variable of risk perception and quality perceived for fresh vegetables from
the perspective of gender. A structural equation model was developed in central and
south central Chile, using a convenience sample (n = 1114) of vegetables buyers. The
main finding of the study was that for females, the food safety label moderated the effect
of risk perception on perceived quality; while for males this effect was not significant.
However, given that females are primarily responsible for purchasing food, food safety
labels are a tool for consumers to recognize unsafe vegetables; at the same time, it can
influence the purchase decision of those consumers worried by certain risks associated
with fresh vegetables.
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