The behavior of consumers in satisfaction is currently being investigated in several studies. However, consumer satisfaction toward cooperative fresh fruits and vegetables is not clear. This study evaluated various attributes involved in the consumers’ satisfaction to purchase cooperative fresh products. The data were analyzed by factor analysis in SPSS, with the purpose of creating these factors that affect the satisfaction of cooperative fresh fruits and vegetables. The results of the research indicated that consumers demonstrated three factors in satisfaction: (i) hygiene-quality, (ii) taste-safety, and (iii) price-availability.