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The fruits and vegetables retail sector in Taiwan has been experiencing significant development since its openness to the world. Due to the fact that almost all fruits and vegetables are sold at retail outlets, it motivates retailers to improve themselves in order to attract more consumers to their stores. In the past, there were many studies regarding fruits and vegetables; however, the effects of fruits and vegetables store image on consumers' purchase intention has not yet studied. Consequently, the primary purpose of this study is to discover the relationship between fruits and vegetables store image and consumer's purchase intention.