Understanding beliefs and concerns towards palm oil: Empirical evidence and policy implications

Over the last years palm oil has become a controversial product, due to its alleged harmful environmental and health effects. As a consequence, many food companies have taken concrete actions for meeting growing concerns. In this respect, a field survey was carried out amongst a sample of 607 Italian respondents, in order to highlight the potential effect of consumers’ attitudes towards health, social and environmental worries referred to palm oil consumption. Individual responses were statistically processed by means of a mixture model which allows for the detection of agreement and heterogeneity among respondents with respect to a given item. The results of this study suggest that respondents are worried for the current discussion on palm oil issues. This preoccupation affects both decision of purchasing and interest in further accurate knowledge. Overall, the consumer envisioned by the present study gives some hope on the effectiveness of consumer social responsibility in helping tackle food system sustainability concerns.