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ABSTRACT The fruit and vegetable sector is a vital sector for Greek agriculture, both economically and socially. In particular, the production of table peaches and nectarines in recent years has increased significantly in Greece. It is therefore advisable and necessary to study the consumer's preferences for fresh peach The purpose of this paper is to investigate consumer buying behavior, attitudes as factors affecting peach consumer purchasing preferences and the role of demographic characteristics of peaches. It will also examine the effect of the consumer characteristics (such as family income, age and educational level) on the purchase of peaches and their willingness to pay for the purchase of peaches of a higher quality than they are used to. According to the survey methodology, the collection of primary data was carried out by polling, in particular by using a questionnaire, a rationally structured query list. The questionnaire was completed in total by 200 consumers of Thessaloniki and N. Imathia (Veria, Naoussa, Alexandria). The collection of quantitative research data was done in September and October 2017, and was preceded by a smaller sample. With respect to the peach consumer's purchasing preferences, the characteristics that consumers consider most important to them are freshness, healthy eating habits, sweet taste, good appearance, aroma, endurance of peaches for several days, their place of production and their intense red color. With regard to the role played by demographic characteristics of consumers, it is concluded that family income and the age of consumers affect the cost of purchasing fresh peaches in their household. It also proves that family income, age, and educational level of consumers affect the willingness to pay for the purchase of higher quality peaches than they are used to, while household spending on the peach market was not influenced by the educational level. The results of this research may be useful for peach producers to make appropriate adaptations to varieties and cultivation care for marketing operators in order to shape their appropriate strategies for consumers and the state.