Il ruolo dei prodotti biologici a marchio commerciale nei comportamenti di consumo alimentare

This paper investigated the role played by the brands of large retailers in the purchase of organic products and to verify the number and types of different clients of large retailers. A sample of 1,000 representative Italian family units, gathered by means of electronic questionnaires. The data was analysed using descriptive analysis and multivariate data analysis such as Multiple Correspondence Analysis (MCA). The contents of the surveyed data were collected in relation to the individuals’ consumption and purchasing behaviour in regards to organic and conventional food products. From a sub-sample of 287 families that purchase organic products, through MCA, the complex space of the variables has been reduced to two main factors (Loyalty to large retailers and Involvement with organic products) that explain the greater part of the inertia of the data. A cluster analysis was subsequently applied, finding five profiles of consumers of large retailers of organic products: loyal, interested, not interested, indifferent, and willing to be convinced.