Autori
Marinelli, Nicola
Fabbrizzi, Sara
H. Shakir Hanna, Safwat
Cipollaro, Maria
Innocenti, Carlotta

Titolo
The perception of palm oil by Millennials: A semantic differential approach
Periodico
Rivista di studi sulla sostenibilità
Anno: 2021 - Fascicolo: 1 - Pagina iniziale: 93 - Pagina finale: 109

The study aims at exploring the consumer perception of products containing palm oil, considering the impact on choices by the recent media campaign on the sub-ject. The exploratory analysis is focused on Millennials and uses the semantic dif-ferential methodology. The data are processed using a Multiple Factor Analysis. Moreover, homogeneous clusters of consumers are obtained by using hierarchical clustering on principal components. The results show that the sample is divided in three clusters: the first pays a lot of attention towards the absence of palm oil in food products, considering this aspect as a sign of a healthier product, more natu-ral and with a higher quality; the second shows a higher environmental sensibility; the third does not pay any attention to the absence of palm oil in food products, and considers the issue of its absence as a trend, a sort of status symbol and some-thing that negatively impacts the taste of certain foods.



SICI: 2239-1959(2021)1<93:TPOPOB>2.0.ZU;2-J
Testo completo: http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=69062&Tipo=Articolo PDF

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