The interplay of food-related lifestyle and eating behavior in Italian women.

Introduction: Women play a crucial role in food shopping and preparation, and their food choices have significant implications for their health and that of their families. This study aims to provide a perspective on women's eating lifestyle, which has undergone significant changes. Methods: A factor analysis was conducted to assess the degree of involvement in food choices and the types of food items consumed among a sample of 399 Italian women. Results: Through cluster analysis, four segments were identified: hedonic food consumers, sustainable- and balanced-diet consumers, food experimenters, and no food fondness consumers. The results reveal a correlation between the degree of food involvement and the type of food consumed. Discussion: Furthermore, the food lifestyle of the sample is partially dependent on age. Individuals aged 25-28 years show more hedonic food consumption behavior, while the older age group (44-64 years) falls into the sustainable and balanced diet consumer cluster (the largest cluster) and the cluster of those who do not express definable food choices (no food fondness).

Consumers' Attitudes and Purchase Intention for a Vitamin-Enriched Extra Virgin Olive Oil.

This study aims to examine Italian consumer preferences for extra virgin olive oil (EVOO) enriched with vitamins and to analyze the key drivers that affect consumer choices for this product. Specifically, we assessed consumers' intention to purchase the enriched product compared to the conventional one. The methodology adopted inferential and multivariate statistical techniques: (1) exploratory factor analysis (EFA), (2) ordinary least squares regression (OLS) and (3) non-hierarchical clustering. This study appears to be the first research project related to exploring consumers' interest in an extra virgin olive oil enhanced with vitamins, thereby providing preliminary indications. The main results represent a significant starting point for the development of new marketing strategies for the food industry.

Plastic-free behavior of millennials: An application of the theory of planned behavior on drinking choices.

This study explores the factors that influence millennials' intentions and behavior regarding reduced plastic consumption. An extended theory of planned behavior was established as a conceptual model that explicitly analyzed both the role of past and stated behaviors. The stated behavior was measured using a projective technique. The data obtained from a survey of 741 Italian respondents were analyzed through multiple correspondence analysis and partial least squares structural equation modeling. The results of the projective technique characterized "plastic-free" behavior as a unidimensional construct. Structural equation modeling showed that attitudes, subjective norms, and perceived behavioral control influence the intention of millennial consumers to reduce the use of plastic drinking bottles. The perceived behavioral control is the strongest predictor of intention (ß = 0.304; p < 0.001), followed by social norms (ß = 0.271; p < 0.001) and attitudes (ß = 0.130; p < 0.001). The past behavior construct positively and significantly affects attitude (ß = 0.165; p < 0.001), intention (ß = 0.231; p < 0.001), and stated behavior (ß = 0.073; p < 0.05) constructs. The latter is also positively predicted by intention (ß = 0.151; p < 0.001). Based on the results, actions and incentives for reducing plastic consumption were provided.