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The purpose of the current study, was to apply and validate the factor structure of the Health and Taste Attitude Scales in an Italian adult sample of 1224 subjects, recruited on a national basis in order to characterise consumers' food-related attitudes with weak and strong connotations of health and taste. Both exploratory and confirmatory factor analysis were used to evaluate the factor structure of the three sub-scales of Health (General health interest, Light product interest, Natural product interest) and three sub-scales of Taste (Craving for sweet foods, Using foods as a reward, Pleasure). Results showed that the internal structure was similar to the theoretical proposal, with two exceptions for the Taste scale. The Pleasure sub-scale presented strong problematic loadings and consequently was removed from the model. The Craving for sweet foods sub-scale was split into two new underlying constructs describing attitudes towards craving for sweet food based on their own experience and attitudes towards other-people's craving. The three Health sub-scales were used as a basis for the derivation of consumers clusters. Three groups of subjects with different interest in food-related health (Low, Medium, and High Interest) were identified. This segmentation confirmed an association between positive attitudes towards health and liking and familiarity with selected food groups. People more convenience-oriented and less interested in product information and food quality had higher probability to have a lower interest in food-related health. Subjects with higher positive attitudes towards using foods as a reward had a higher probability to belong to the cluster with lower interest in food-related health.

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Sensory properties are important elements to evaluate the qualities of vegetable products and are also determinant factors in purchasing decision. Here we report the Italian results of a preference mapping study conducted within a larger European project with the aim of describing the preferences of European consumers in regard to the diversity of traditional and modern tomato varieties, available on the market. This study has allowed the assessment of fruit quality at 3 levels: objective description of sensory properties, consumer preference tests, and physicochemical measurements. A set of 16 tomato cultivars, with different fruit sizes and shapes, was described and classified according to 18 sensory attributes including flavor, appearance, and texture characteristics. The same cultivars were evaluated by 179 consumers in a "preference mapping" experiment with the goal of identifying the preferred varieties and the reasons for the choice. The consumer data are referred to hedonic ratings (aspect liking and overall liking), familiarity for the analyzed cultivars, and individual features collected by a questionnaire. A hierarchical analysis of the clusters allowed to distinguish, within the sampled Italian consumers, 4 segments with different preferences which represented 19%, 25%, 41%, and 15% of the population, respectively. A partial least square regression model allowed the identification of the sensory attributes that best described consumer cluster preferences for tomato cultivars. Both texture and flavor descriptors were important drivers of consumer preferences, but the relevance (predictive value) of individual descriptors to model tomato liking was different for each consumer segment. Information on demographic and behavioral characteristics, usage habits, and factors relevant for purchasing were also provided on the 4 groups of consumers.

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