Consumption Preferences for Truffles and Truffle-Based Products: An Application of the PLS-SEM Model

The truffle is a niche, valuable and ecological product exported and consumed all over the world. However, little is known about consumers’ preferences for truffles and truffle products. This study empirically explores the factors influencing their consumption in Italy. A PLS-SEM model was implemented and validated using an extended version of the theory of planned behavior, including consumers’ food-specific curiosity as an additional construct to basic constructs such as attitude, subjective norms and perceived behavioral control. The analysis allowed us to examine and verify the significance of the relationships between the factors and what impact they have on intentions to consume fresh and truffle-based products. The processing concerns of consumers were reached through face-to-face consultation with a semi-structured questionnaire. The results obtained suggested that consumers’ intentions in using truffles involve several factors, such as consumers’ personal experiences, organoleptic characteristics (aroma and taste), food safety, trust in the seller/brand, traceability information, the aspect of green products and, more generally, the protection of the environment and forests. The findings provided novel insights for researchers to understand the aspects of truffle consumption, and also represent a guideline for marketers to develop appropriate marketing tactics to grow the truffle business.