Sustainable and healthy purchasing behaviors towards palm oil-based food in Italy

Abstract

PurposePalm oil is widely used in the food industry; however, there are two main controversies connected to its use, namely, its nutritional value and the environmental consequences deriving from its crop. In Italy, the use of palm oil has recently been criticized, insomuch that some important bakery companies decided to substitute it, creating a real food marketing case. Through a focus on biscuits, this study is aimed at profiling consumers with regard to palm oil issue to better comprehend if the presence of this ingredient truly influences their food purchases and if they care about the nutritional and environmental aspects, highlighting the impact of the Covid-19 pandemic on consumers' consumption.Design/methodology/approachA questionnaire was administered to 243 subjects in Italy, in order to apply a cluster analysis.FindingsThe findings show the presence of three main kinds of consumers: (1) compromise finders (sensitive to cost savings but trying to privilege palm-oil free food), (2) brand-loyal consumers (palm oil does not influence their preferences) and (3) healthsensitives (the presence of palm oil profoundly affects their choices), who represent the majority of our sample. The results and implications are discussed.Originality/valueResearch on palm oil is essentially focused on chemistry, natural sciences or on its industrial uses: this study analyzes the consumer point of view by applying a different methodology compared to existing studies.

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“…The role of consumers is essential to pursue sustainable and healthy purchasing behavior. In this context, Baldassarre et al (2024) have profiled consumers with regard to the palm oil consumption, with the purpose to better understand if the presence of this ingredient in biscuits can truly influence consumers' food purchase intention and if consumers care more about the nutritional or the environmental aspects. Through a questionnaire administered among 243 participants in Italy, the research has highlighted the presence of three kinds of consumers, namely: (1) consumers sensitive to cost savings but trying to privilege palm-oil free foods; (2) brand-loyal consumers, which purchase branded foods even if they contain palm oil and (3) health sensitives consumers, for which the presence of palm oil profoundly affects the purchasing choice.…”

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