Berry-based products that have beneficial effects on consumer health are competitive on the market only if consumers understand the benefits of such products. The purpose of this research was to gain in-depth analysis of the factors that influence the consumer choices and behavior towards berry based food products in three different countries, from eastern and western Europe: Romania, France and Turkey. These three countries as a three distinctive markets for organic products were chosen to find out similar and different attitudes and behavior towards organic food consumption. This cross-cultural consumer study aims to contribute to socioeconomic research market actors and policy makers. French consumers appear to be the most loyal consumers of berries-based products out of the three countries investigated, preferring mostly fresh berries, jams, and dairy products based on berries. In Turkey and Romania, the berries consumption is mostly occasional. Turkish consumer prefer mainly dried berries while Romanian consumers - the frozen variant and muesli
