Shaping consumer preferences for sweet peppers: exploring the role of social, environmental, and sensory attributes in the era of health consciousness and local sourcing

This study explores consumer segments within the fruit and vegetable market, with a specific focus on sweet peppers, to evaluate how product characteristics influence consumption patterns. A multivariate analysis was conducted to examine consumer preferences and behaviours, considering factors such as environmental concerns, intrinsic product attributes, health aspects, local product consumption, and shopping habits. Using a segmentation approach, consumers were categorized into five clusters: “Local Loyalty Shoppers”, “Health-Conscious Consumers”, “Sustainability-Conscious Seekers”, “Flavour-Driven Convenience Seekers”, and “Low-Interest”. Each cluster was analysed according to socio-demographic characteristics, providing insights into the motivations behind consumer choices. The findings highlight that local market, sustainability, health-conscious decisions, seasonality, and convenience are key drivers of sweet pepper consumption and purchasing behaviour, offering valuable guidance for market players and policymakers.