October 29, 2024 | Sustainability |
Consumer preferences for fresh mango and mango-based products in Italy and Brazil were investigated by researchers from the Mediterranean University of Reggio Calabria, Italy. This study is set against the backdrop of increasing tropical fruit consumption across Europe and the growing popularity of mango for its nutritional benefits and status as a "super-food." While mango production is predominantly centered in developing countries, Mediterranean cultivation and demand are also on the rise, driven by the European market.
Using an online survey and a semi-structured questionnaire, data were collected from 453 participants across the two countries. The study applied statistical analysis and a Partial Least Squares Structural Equation Modeling (PLS-SEM) approach to identify factors influencing mango consumption. Results showed distinct consumer behaviors between the two regions. In Italy, consumers prioritize quality, safety, and trust in sellers to ensure the fruit's origin and processing. In contrast, Brazilian consumers focus on emerging gastronomy trends, viewing mango as a local, sustainable, and healthy food.
The findings, supported by multigroup analysis, highlight cultural and regional differences in consumer motivations and choices. This research contributes to understanding mango consumption patterns and offers valuable insights into the growing global demand for tropical fruits.
