The perception of palm oil by Millennials: A semantic differential approach

Author/s Nicola Marinelli, Maria Cipollaro, Safwat H. Shakir Hanna, Carlotta Innocenti, Sara Fabbrizzi
Publishing Year 2021 Issue 2021/1 Language English
Pages 17 P. 93-109 File size 258 KB
DOI 10.3280/RISS2021-001006
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The study aims at exploring the consumer perception of products containing palm oil, considering the impact on choices by the recent media campaign on the sub-ject. The exploratory analysis is focused on Millennials and uses the semantic dif-ferential methodology. The data are processed using a Multiple Factor Analysis. Moreover, homogeneous clusters of consumers are obtained by using hierarchical clustering on principal components. The results show that the sample is divided in three clusters: the first pays a lot of attention towards the absence of palm oil in food products, considering this aspect as a sign of a healthier product, more natu-ral and with a higher quality; the second shows a higher environmental sensibility; the third does not pay any attention to the absence of palm oil in food products, and considers the issue of its absence as a trend, a sort of status symbol and some-thing that negatively impacts the taste of certain foods.

Keywords: palm oil, sustainability, consumer, semantic differential, multiple fac-tor analysis, hierarchical clustering on principal components.

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Nicola Marinelli, Maria Cipollaro, Safwat H. Shakir Hanna, Carlotta Innocenti, Sara Fabbrizzi, The perception of palm oil by Millennials: A semantic differential approach in "RIVISTA DI STUDI SULLA SOSTENIBILITA'" 1/2021, pp 93-109, DOI: 10.3280/RISS2021-001006