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Consumption of the avocado fruit and its availability in the retail market has increased in recent decades and with it the desire to learn more about the market and consumer choices. This research aims to explore the consumers' preference heterogeneity toward avocado fruit in Italy assessing their personal eating orientation and socio-demographic factors. To achieve this purpose, the answers of 817 Italian consumer of avocado were collected using a structured questionnaire shared online at national level. A survey based on the best–worst method was conducted to assess the declared preferences of individuals toward a set of intrinsic, extrinsic and credence attributes of avocado, as well as a latent class analysis of subject preferences indexes was applied to identify different clusters of individuals. The distribution of preferences indexes was investigated among latent classes, which were regressed on the socio-demographic variables covariates using multinomial logistic regression. The results suggest that the desirable attributes for choosing avocado were taste, consistency (ready to eat) and affordable price. In addition, five consumer profiles in the Italian context were defined (named Hedonistic, Avocado fruit lovers, Sustainability sensitive, Value for money and Health sensitive) and characterized in terms of preferences and socio-demographic features. The study addresses a topic that has already been explored, but with an unexploited approach (latent class analysis combined with best–worst choice modeling). Therefore, the results help fill the gap in the existing literature by enriching it with a study that characterizes avocado consumers' preferences considering their heterogeneity in terms of perception and socio-demographic characteristics. [ABSTRACT FROM AUTHOR]

Plant-based beverages (PBBs) represent a growing global alternative to cow's milk. However, their development is strongly influenced by consumers' expectations of new foods introduced into the diet: environmental sustainability, balanced nutritional content, health aspects, and organoleptic properties. This study analyzes consumers' preferences and choice orientations towards plant-based beverages through the assessment of their eating style and concern towards environmental and health issues. To that end, an online questionnaire was conducted with a sample of 233 respondents living in the South-East area of Italy. Initially, principal component analyses were performed to identify distinct dimensions of individuals' orientation towards food quality, environment and health involvement. Then, the emerging dimensions were used as dependent variables for ANOVA comparisons between consumers and non-consumers of plant-based beverages, considering also individuals' preferences towards different PBBs. The main results showed a strong consumer concern for environmental sustainability issues, which was found as the main purchasing driver for plant-based beverage consumers. On the other hand, many respondents stated that they do not consume PBBs due to their negative organoleptic aspects and the unfamiliarity with these products. Furthermore, the individual's dietary style influences the consumption of plant-based beverages and, in particular, the search for nutritional and balanced compounds plays a key role in consumption choices. Finally, despite that the almonds cultivation for the traditional 'almond milk' production is typical in various Italian regions, consumers expressed averagely a weak connection with this product. In conclusion, considering our results, the market development of PPBs at a national level might be supported by marketing strategies dedicated to different individuals' profiles. At the same time, however, direct actions on the production process are needed to improve the organoleptic profile of these products and meet the dissatisfaction expressed by consumers. [ABSTRACT FROM AUTHOR]

Background: This research investigates the web-based communication and promotion strategies applied by a sample of selected chocolatiers in Piedmont, a region in the northwest of Italy known for its ancient chocolate-making tradition. Methods: the AGIL scheme was used (A-adaptation, which evaluates the persuasive approach; G-goal achievement, which evaluates the informative approach; I-integration, which evaluates the communicative approach; and L-latent model, which evaluates the identity approach). Each A-G-I-L category, subdivided into subcategories containing variables, was specifically evaluated during the analysis of the companies' websites carried out by a group of experts. The five experts assigned a score for each variable and subcategory to each site. The average subcategory and category scores for each website were analyzed using principal component analysis, which allowed three communicative orientations to be defined: classic, consumer-centered, international-oriented. Results: In general, the results show a strong link between the tradition of artisan chocolate producers and the desire to create a relationship of trust in the brand on the part of consumers. Conclusions: This research is the first to contribute to the field of chocolate web-communication and provides a picture of a local production reality; it is interesting in terms of chocolate promotion styles based on the combination of tradition and innovation. [ABSTRACT FROM AUTHOR]

The cow's milk market is going through a critical period characterised by a continuous contraction in consumption as a consequence of the lack of competitiveness on the market of the conventional product (commodity) versus numerous specialties. This paper aimed to define the profiles of milk consumers in terms of individual preferences (assessed using the best-worst scaling methodology) and socio-demographic features. A survey was conducted in several stores of large-scale retail, convenience stores, and open-air markets distributed in north-west Italy to collect data from 1216 respondents. For milk shopper purchasing habits, two consumer groups were defined and compared in terms of preferences: the fresh pasteurized milk consumer (FPc) (56% of the total sample) and the ultra-high temperature treated milk consumer (UHTc) (35%). A series of two-ways multivariate analysis of variance (MANOVA) were conducted to assess the effect of individuals' socio-demographic characteristics and the type of milk chosen on the consumer preferences, simultaneously. Significant differences in milk purchasing habits and preferences emerged when comparing the two consumer groups (UHTc and FPc). Empirical evidence of the study supported the starting hypothesis, suggesting the significance or relevance of the consumer socio-demographic characteristic, as well as their interaction effect with the type of milk on the level of importance given to the considered milk quality attributes. On the contrary, the gender results were not significant for the milk preferences definition. The assessment of consumer preferences, associated with the individuals' socio-demographic characteristics could have important implications for outlining more effective marketing strategies based on a more targeted communication (i.e., related to the sustainability dimension of the local product, nutritional value and brand), leading the consumer back to the commodity rediscovery concerning individuals' features and habits. [ABSTRACT FROM AUTHOR]

This study reports some preliminary results on mechanical blueberry harvesting for the fresh market of cv. Cargo® in the Piedmont region (northwest Italy). The investigated area is one of the most productive areas of Italy, which specializes in fresh blueberry production. The automatization of harvesting operations could represent a competitive advantage for the area's blueberry supply chain but could limit the quality of fresh-picked berries. A prototype machine and a commercial harvester (Easy Harvester®) were compared with manual picking, considering the harvesting efficiency, labor productivity, harvesting cost and farm rentability. In this context, the labor cost for manual harvesting exceeds EUR 2.00 per kg of saleable product. The prototype allowed a 39% cost reduction, and the Easy Harvester® reduced it by about half. Nevertheless, these positive performances do not consider the reduction in the net sale price of EUR 0.40 due to the selection costs in the warehouse. In this study, we highlight that the transition to mechanical harvesting requires the transformation of several farming and packhouse operations, such as new crop varieties, field configurations and cultivation techniques. However, a possible technical improvement of the Easy Harvester® could represent an opportunity for Italian farms in the planning of berry production and marketing, involving all of the supply chain actors. Further research on the use of mechanization in the sector must continue and be supported. [ABSTRACT FROM AUTHOR]

This research explored the preferences and buying habits of a sample of 620 consumers of fresh-cut, ready-to-eat salads. A best–worst scaling approach was used to measure the level of preference stated by individuals regarding 12 attributes for quality (intrinsic, extrinsic and credence) of fresh-cut salads. The experiment was carried out through direct interviews at several large-scale retail outlets in the Turin metropolitan area (north-west of Italy). Out of the total number of questioned consumers, 35% said they did not consume fresh-cut salads. On the contrary, the rest of the involved sample expressed the highest degree of preference towards the freshness/appearance attribute, followed by the expiration date and the brand. On the contrary, attributes such as price, organic certification and food safety did not emerge as discriminating factors in consumer choices. Additionally, five clusters of consumers were identified, whose preferences are related both to purchasing styles and socio-demographic variables. In conclusion, this research has highlighted the positive attitude of consumers towards quality products backed by a brand, providing ideas for companies to improve within this sector and implement strategies to answer the needs of a new segment of consumers, by determining market opportunities that aim to strengthen local brands. [ABSTRACT FROM AUTHOR]

Simple Summary: Goat dairy product manufacturing in Piedmont has increased in recent years, along with consumption. This research highlights the characteristics of goat cheese, milk, and yogurt available in three categories of sales channels, large-scale retail, retail sales, and farmers' markets, in a metropolitan area in Northwestern Italy. We reveal clear differences between the offered products' characteristics in the various distribution channels, both in terms of the reference numbers and assortment, and in terms of price, quality, and typicality. In particular, the analysis of product origins shows a correlation between the share of local product presence and the distribution channel type. Given the importance of product origin for consumers, as well as consumer acceptance of goat cheeses, the increase of local goat dairy products in farmers' markets or retail outlets could represent an opportunity for growth and differentiation of this sector in the regional market, allowing operators in the sector to benefit from direct sales advantages. An analysis of goat dairy-based product assortment was carried out in the metropolitan area of Turin (Northwestern Italy), considering three different sales channels: large-scale retail chains, retail stores, and direct sales in farmers' markets (FMs). The survey results show a widespread presence of goat products in the Turin market. In each type of selected distribution channel, characterized by its own peculiarities, products differed both in terms of reference numbers and assortment; they were better in large-scale retail distribution, both in terms of quality and typicality, whereas specialized retail and direct sales were better equipped. Furthermore, given the importance of the sector at the regional level, we also focused, through the analysis of product origin, on the fact that local provenience increases from large-scale distribution to fully regional farmers' markets. The mean price was different, being lower in direct sales at FMs, and medium to high and high at retail sales, as they are considered high quality niche products. The offer is correlated and in agreement with consumer targets (modern, ethical, and traditional), finding the "ideal" product in the different types offered, however, even if the results underline the potential of this sector, the fragmentation of the goat sector in Piedmont still represents a limit to expansion, and to the positioning of products in the market. [ABSTRACT FROM AUTHOR]

Honey production is currently experiencing a great deal of media attention, with many positive attributes of this hive product emerging. The purpose of the study is to investigate consumer preference and what key information informs people's purchase of honey. This study is based on consumer surveys and experimental evaluation. First of all, the relative importance assigned by consumers to 12 honey product attributes was defined by using the best-worst scaling (BWS) methodology. Secondly, the latent class analysis (LCA) was used to identify different honey consumers based on preferences. The findings demonstrate that "health aspects" and "organoleptic compound" are the main categories of information that consumers tend to research. The sample segmentation defined four different consumer clusters: people who value health, sustainability, organic sourcing and quality. Additionally, socio-demographic characteristics such as age, education level and profession also played a part on consumer choice and the characterisation of each cluster. This study can contribute to fostering good nutrition and improving sustainability within communities.