Factors Driving Consumption Preferences for Fresh Mango and Mango-Based Products in Italy and Brazil

In many European countries the consumption of tropical fruit is constantly growing, and people are increasingly turning to diets rich in fruit and vegetables. In this context, mango is considered a super-food for its nutritional medium-high energy value. Produced mainly in developing countries, tropical fruits animate an interesting international market. Production in Mediterranean countries is also growing and is increasingly requested in European markets. The aim of this work is to investigate the factors that drive the inclination to purchase fresh mango and mango food and drinks in Italy and Brazil in order to observe consumer preferences in the two countries. The personal experiences, motivations and choices of consumers regarding fresh mango and mango-based products were taken into consideration. Through an online survey, a semi-structured questionnaire was administered in Italy and Brazil which led to a total sample of 453 participants. The data were statistically analyzed, and a PLS-SEM model was used to empirically examine the factors influencing the consumption of fresh mango and mango food and drinks. The research hypotheses are all supported. For a comparison between the two countries, a multigroup analysis (PLS-MGA) was performed. In Italy, consumers are attentive to the quality and safety of the fruit; they choose the point of sale where they buy fresh mango or mango foods because they trust the seller to guarantee the fruit’s origin and transformation. In Brazil, new consumer trends are emerging especially in gastronomy; since they are local foods, they are considered safe, sustainable and healthy by consumers. The study addresses a little-explored topic and aims to enrich the debate on consumer orientations, preferences and reasons for buying mango and mango products.