...Ons Dhaoui; Kallirroi Nikolaou; Konstadinos Mattas; George Baourakis Purpose This paper aims to get a better insight into the Cretan consumers’ behaviour towards alternative distribution channels (ADCs) of fresh fruits and vegetables. The main factors affecting the purchase decision...

.../implications The feasibility assessment excluded the cost of acquiring new skills which may be significant. The entrepreneurs interviewed already possessed significant marketing and business skills and experience to produce and market a brand through alternative distribution channels. Practical...