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

Abstract 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.