During the last two decades several studies were developed to understand the attributes able to affect consumer vegetable choice over the world. Focusing on fresh and processed tomato product, this study proposes a systematic literature review to systematize and critically apprise the current body of knowledge in this research field. In order to discover suggestions useful to enhance market strategies and policies about vegetable intake, the discovered tomato attributes were categorized, according the Search Experience and Credence logic, into: price, product features, packaging, convenience, brand, sensory properties, sustainability, origin, safety and health, production processes. By synthesizing the review findings, a multi-dimensional integrative content framework was conceived with the aim to maps the extant literature with multiple levels of analysis: antecedent, phenomenon and consequences. As part of the review, a future research agenda, theoretical and practical implications were discussed.