Unveiling the exotic fascination of tropical fruits: The role of food values on consumer behavior towards mangoes

Mango is one of the most traded, exported, and consumed tropical fruits worldwide. However, little is known about Italian consumers’ preferences for mango. This study empirically explores the factors that influence the consumption of mango in Italy. Food values, subjective and objective knowledge, and socio-demographic aspects were considered. An online survey was administered, resulting in an overall sample of 487 Italian participants. The data were statistically analysed through an ordered probit model. The results show that mango is more likely to be consumed by individuals who are more concerned with the naturalness of the product. Moreover, both subjective and objective knowledge positively affect the probability of consuming mango. The findings also show that socio-demographic traits, particularly gender and undertaking sports activities, significantly influence the probability of consuming mango. Practical implications are proposed based on the study findings.