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Healthy food choices are crucial for a healthy lifestyle. However, food choices are complex and affected by various factors. Understanding the determinant factors affecting food choices could aid policy-makers in designing better strategies to promote healthy food choices in the general public. This study aims to evaluate the food choice motivations and to segment consumer groups, according to their food choice motivations, in a sample of 531 Italian consumers (collected by convenience sampling), through offline and online survey platforms. K-means cluster analysis was applied to identify consumer groups using six food choice motivation categories (health, emotional, economic and availability, social and cultural, environmental and political, and marketing and commercial). The results suggest that the strongest determinants for the food choices of Italian consumers are Environmental factors and Health. Two consumer profiles were identified through the segmentation analysis: Emotional eating and Health-driven consumers. The respondents were found to have a good awareness of what comprises a healthy diet. There is a potential market for healthy and sustainable food products, especially products with minimal or environmentally friendly packages. Food labels and information strategies could be promoted as tools to assist consumers to make healthy food choices.

Microwavedried or airdried? Consumers' stated preferences and attitudes for organic dried strawberries. A multicountry investigation in Europe. Food Research International, 120. pp. 763775.

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2015),"Microbiological safety and quality aspects of the short supply chain: SWOT analysis of the Belgian case study", British Food Journal, Vol. 117 Iss 9 pp. -Access to this document was granted through an Emerald subscription provided by emerald-srm:463575 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.