Private label organic food products: profile and behaviour of Italian consumers characterized through a multivariate approach

This paper analyses data collected across a panel of 1.000 representative Italian family units, gathered by means of electronic questionnaires. The contents of the surveyed data were in relation to individuals’ consumption and purchasing behaviour in regards to organic and conventional food products. The general objective of the research has been primarily to characterize trends emanating from the surveyed results, and secondly to explore the possibility of reducing the number of the variables without losing statistical information from the data. Through the multiple correspondences analysis the complex space of the variables has been reduced to two main factors that explain the greater part of the inertia of the data. In addition, the number of consumers is categorised into five clusters, in order to evidence and to synthesize their total behaviours or attitudes.