Purpose The study focused on the Chilean olive oil market. The purpose of this paper is to determine the incidence of psychographic variables in the purchasing frequency of this product in an emerging market. Design/methodology/approach A face-to-face survey was applied to a stratified sample in the Biobío Region (Chile). The food neophobia scale (FNS) and list of values (LOV) were used simultaneously to measure psychographic variables. A multinomial logit model was estimated to determine the relationship between olive oil purchasing frequency and psychographic variables. Findings Results suggest that psychographic variables can explain olive oil purchasing frequency in the Chilean market. For a new food product, neophilia and the values of external and hedonistic dimensions can explain the higher purchasing frequency of the product. Just as in other research studies, the combined use of psychographic and sociodemographic variables performed well in segmenting a new food market. Research limitations/implications Results should be interpreted for the purchasing behavior of a new food in the context of an emerging market. Future research should expand the geographic zone to apply the survey and incorporate other variables such as ethnocentrism or ethnic identity. Originality/value Most available research studies have investigated separately the incidence of both variables in food consumption in developed, cosmopolitan and intercultural markets. This is the first approach in jointly applying the psychographic variables FNS and LOV in an emerging market and using olive oil as a case study.

Aim of study: This study focuses on the preference for and consumption habits of blueberries (Vaccinium corymbosum L.) in an emerging market. The objective is to analyze the determinants of blueberry consumption in Chile and evaluate to what extent traditional factors, such as income and price, are more determinant than other attitudinal factors and lifestyles.Area of study: The Biobío Region (Chillán City), the second most important region in Chile.Material and methods: A face-to-face survey is applied to a random stratified sample. The survey collected information on adoption of healthy lifestyles, knowledge of blueberries as a natural functional food, some sociodemographic characteristics, and traditional economic factors. A Heckman model is estimated by the Maximum Likelihood.Main results: Results suggest that higher blueberry consumption is positively associated with the adoption of healthy lifestyles, a higher self-perception of healthy habits, and the recognition of blueberries as a natural functional food. The nutritional status reflected that people with a lower body mass index consume fewer blueberries. Finally, traditional factors, such as income and price, are showed to be more influential on blueberry consumption than attitudinal and lifestyle factors.Research highlights: Chilean consumers perceive blueberries as a healthy product, which can contribute to adopt healthier lifestyles. Domestic markets should be supplied with higher quality product taking into account that the demand is price inelastic. Branding and packaging with functional claims could be an efficient strategy to increase domestic consumption.