Key Components The research project consisted of two key components: – Exploratory qualitative research – Online quantitative research The qualitative research consisted of three separate methods; six facilitated focus groups, ten assisted shops and an online consumer lens (community blog). The purpose of this research was to explore the nature of the Asian green and capsicum categories in the eyes of the consumer, and their decision-making processes at the point of purchase. The quantitative study that followed was used to quantify and validate consumers’ actual purchasing behaviour. Industry Significance This research design was elected to help the vegetable supply chain better understand which attributes drive and inhibit the purchase and consumption of Asian greens and capsicums. As such, the project results sought to assist HAL and vegetable growers in gaining a better understanding of what factors impact consumer¡¦s decision to buy capsicums and Asian greens. The research also sought to aid HAL in formulating marketing and communications strategies to increase overall consumer purchase. Previously identified purchase inhibitors and drivers were explored to develop a prioritized list of purchase drivers. Recommendations in the future and for practical application to industry These findings gave way to a list of recommendations for future research and for practical application within the industry. There is opportunity to highlight the various ways in which both capsicums and Asian greens can be used in meals and recipes. Communicating an emphasis for both products on flavour, health benefits, versatility and “reliable vegetable” status would aid the current industry in educating their consumers and increasing awareness and consideration. Further exploration of the consumer segments identified during the research project would assist HAL to fully understand the decision-making processes and attitudes that influence purchase behaviour. It is also recommended that a similar research study be undertaken to further investigate the drivers and inhibitors of purchase for the broader vegetable category, as both appear unique in interpretation across the two vegetables explored.