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The perception of palm oil by Millennials: A semantic differential approach

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Listed:
  • Nicola Marinelli
  • Maria Cipollaro
  • Safwat H. Shakir Hanna
  • Carlotta Innocenti
  • Sara Fabbrizzi

Abstract

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.

Suggested Citation

  • Nicola Marinelli & Maria Cipollaro & Safwat H. Shakir Hanna & Carlotta Innocenti & Sara Fabbrizzi, 2021. "The perception of palm oil by Millennials: A semantic differential approach," RIVISTA DI STUDI SULLA SOSTENIBILITA', FrancoAngeli Editore, vol. 0(1), pages 93-109.
    • Handle: RePEc:fan:rissri:v:html10.3280/riss2021-001006
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    References listed on IDEAS

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    1. Disdier, Anne-Célia & Marette, Stéphan & Millet, Guy, 2013. "Are consumers concerned about palm oil? Evidence from a lab experiment," Food Policy, Elsevier, vol. 43(C), pages 180-189.
    2. repec:hal:journl:halshs-00916437 is not listed on IDEAS
    3. Disdier, Anne-Célia & Marette, Stéphan & Millet, Guy, 2013. "Are consumers concerned about palm oil? Evidence from a lab experiment," Food Policy, Elsevier, vol. 43(C), pages 180-189.
    4. Sara Fabbrizzi & Filomena Maggino & Nicola Marinelli & Silvio Menghini & Cecilia Ricci & Sandro Sacchelli, 2017. "Sustainability: A quantitative discourse analysis," RIVISTA DI STUDI SULLA SOSTENIBILITA', FrancoAngeli Editore, vol. 0(1), pages 11-25.
    5. Noble, Stephanie M. & Schewe, Charles D., 2003. "Cohort segmentation: An exploration of its validity," Journal of Business Research, Elsevier, vol. 56(12), pages 979-987, December.
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