Cluster profiles based on consumer preferences-mode (percentage)
| Factors/Items | Cluster 1 (n = 53, 22.5%) | Cluster 2 (n = 66, 28%) | Cluster 3 (n = 31, 13.3%) | Cluster 4 (n = 85, 36.2%) |
|---|---|---|---|---|
| F1. Food decision-making and preparation habits | ||||
| F1.1. Importance of product information | 5(51.02%) | 4(62.3%) | 5(62.07%) | 4(81.01%) |
| F1.2. Meal planning habit | 4(32.65%) | 2(60.66%) | 1(79.31%) | 2(56.96%) |
| F1.3. Grocery list preparation | 4(42.86%) | 4(47.54%) | 2(34.48%) | 4(75.95%) |
| F1.4. Food experimentation | 4(57.14%) | 2(47.54%) | 1(68.97%) | 2(67.09%) |
| F2. Health orientation in food/Olive oil | ||||
| F2.1. Importance of health | 5(87.76%) | 4(81.97%) | 5(75.86%) | 4(86.08%) |
| F2.2. Healthy food preference | 5(65.31%) | 4(73.77%) | 5(75.86%) | 4(77.22%) |
| F2.3. Olive oil health benefits | 5(55.1%) | 4(88.52%) | 5(89.66%) | 4(91.14%) |
| F2.4. Olive oil and cholesterol regulation | 4(48.98%) | 4(73.77%) | 5(79.31%) | 4(87.34%) |
| F3. Olive oil quality perception | ||||
| F3.1. Taste preference for olive oil | 4(48.98%) | 4(49.18%) | 5(65.52%) | 4(83.54%) |
| F3.2. Olive oil consumption preference | 4(57.14%) | 4(68.85%) | 5(37.93%) | 4(92.41%) |
| F3.3. Neutral taste preference for olive oil | 2(40.82%) | 2(67.21%) | 4(34.48%) | 2(87.34%) |
| F3.4. Flavoured vs. plain olive oil preference | 2(44.9%) | 2(68.85%) | 1(37.93%) | 2(75.95%) |
| F4. Consumer green value | ||||
| F4.1. Interest in sustainability | 4(73.47%) | 4(72.13%) | 4(55.17%) | 4(70.89%) |
| F4.2. Environmental impact of food choices | 4(71.43%) | 4(68.85%) | 4(44.83%) | 4(69.62%) |
| F4.3. Avoidance of polluting products | 4(53.06%) | 4(40.98%) | 2(41.38%) | 3(44.3%) |
| F4.4. Boycotting polluting companies | 4(61.22%) | 4(72.13%) | 4(41.38%) | 4(79.75%) |
| F5. Price sensitivity | ||||
| F5.1. Price comparison habit | 4(61.22%) | 4(45.9%) | 4(41.38%) | 4(82.28%) |
| F5.2. Preference for special offers | 4(63.27%) | 4(37.7%) | 4(27.59%) | 4(77.22%) |
| F5.3. Price checking for low-cost products | 4(63.27%) | 2(50.82%) | 3(31.03%) | 4(58.23%) |
| F5.4. Waiting for discounts | 4(30.61%) | 2(70.49%) | 1(44.83%) | 2(67.09%) |
| Factors/Items | Cluster 1 ( | Cluster 2 ( | Cluster 3 ( | Cluster 4 ( |
|---|---|---|---|---|
| F1.1. Importance of product information | 5(51.02%) | 4(62.3%) | 5(62.07%) | 4(81.01%) |
| F1.2. Meal planning habit | 4(32.65%) | 2(60.66%) | 1(79.31%) | 2(56.96%) |
| F1.3. Grocery list preparation | 4(42.86%) | 4(47.54%) | 2(34.48%) | 4(75.95%) |
| F1.4. Food experimentation | 4(57.14%) | 2(47.54%) | 1(68.97%) | 2(67.09%) |
| F2.1. Importance of health | 5(87.76%) | 4(81.97%) | 5(75.86%) | 4(86.08%) |
| F2.2. Healthy food preference | 5(65.31%) | 4(73.77%) | 5(75.86%) | 4(77.22%) |
| F2.3. Olive oil health benefits | 5(55.1%) | 4(88.52%) | 5(89.66%) | 4(91.14%) |
| F2.4. Olive oil and cholesterol regulation | 4(48.98%) | 4(73.77%) | 5(79.31%) | 4(87.34%) |
| F3.1. Taste preference for olive oil | 4(48.98%) | 4(49.18%) | 5(65.52%) | 4(83.54%) |
| F3.2. Olive oil consumption preference | 4(57.14%) | 4(68.85%) | 5(37.93%) | 4(92.41%) |
| F3.3. Neutral taste preference for olive oil | 2(40.82%) | 2(67.21%) | 4(34.48%) | 2(87.34%) |
| F3.4. Flavoured vs. plain olive oil preference | 2(44.9%) | 2(68.85%) | 1(37.93%) | 2(75.95%) |
| F4.1. Interest in sustainability | 4(73.47%) | 4(72.13%) | 4(55.17%) | 4(70.89%) |
| F4.2. Environmental impact of food choices | 4(71.43%) | 4(68.85%) | 4(44.83%) | 4(69.62%) |
| F4.3. Avoidance of polluting products | 4(53.06%) | 4(40.98%) | 2(41.38%) | 3(44.3%) |
| F4.4. Boycotting polluting companies | 4(61.22%) | 4(72.13%) | 4(41.38%) | 4(79.75%) |
| F5.1. Price comparison habit | 4(61.22%) | 4(45.9%) | 4(41.38%) | 4(82.28%) |
| F5.2. Preference for special offers | 4(63.27%) | 4(37.7%) | 4(27.59%) | 4(77.22%) |
| F5.3. Price checking for low-cost products | 4(63.27%) | 2(50.82%) | 3(31.03%) | 4(58.23%) |
| F5.4. Waiting for discounts | 4(30.61%) | 2(70.49%) | 1(44.83%) | 2(67.09%) |
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