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The purpose of this paper is to explore different factors of recycling behaviour with evidence from Malta in order to determine which of these factors emerge as significant predictors of the recycling participation of Maltese residents.

For this study, the recycling behaviour of 400 Maltese residents selected at random from the e‐Electoral Register for general elections and local councils was investigated. A behavioural framework was adopted and the questionnaire used incorporates elements from the Theory of Planned Behaviour (TPB), the Model of Altruistic Behaviour (MAB) as well as other determinants of recycling behaviour (e.g. inconveniences and demographic variables). The participants had the option of answering the questionnaire by telephone or via an online survey which was e‐mailed directly to the participants.

The study shows that nine factors – “personal recycling attitudes, norms and skills”, “satisfaction with service provided”, “inconveniences”, “awareness of consequences”, “knowledge of issues”, “social recycling attitudes and norms”, “motivating factors”, “intentions to act” and “scheme preference” – account for 68.5 per cent of the variability in the recycling behaviour of Maltese residents. Additionally, the first three factors highlighted above emerged as significant predictors of recycling participation and together accounted for 48.5 per cent of the variability in recycling participation. In the light of the findings, the issue of adopting a corporate communications programme emerges as a possible strategy aimed at putting mandatory EU recycling targets for Malta back on track.

This study provides empirical evidence from Malta that the incorporation of elements from the Theory of Planned Behaviour, the Model of Altruistic Behaviour as well as other additional variables (e.g. situational factors and demographic factors) makes a significant contribution to the understanding of the recycling behaviour and the recycling participation of Maltese residents.

This study develops a modified food-related lifestyle (FRL) instrument to analyse Kosovo consumers' fruit consumption behaviour and attitudes.

The research study is based on a structured questionnaire designed using a reduced version of the FRL instrument, including evaluation factors related to fruit consumption, which is useful to describe a fruit-related lifestyle. Data were collected through a face-to-face survey with 300 consumers in three main cities in Kosovo. A principal component analysis (PCA) with Varimax rotation and Kaiser Normalisation was performed to interpret and investigate fruit-related lifestyles. Cluster analysis was performed to analyse market segments, using the identified factors obtained from the PCA, a hierarchical clustering algorithm with a Ward linkage method and the K-means clustering technique.

Consumption behaviour is motivated by health concerns (perceived), fruit (nutrition) content and consumption habits. Four distinct consumer clusters were identified based on the fruit-related lifestyle instrument and analysed considering the different fruit purchase and consumption behaviour, attitudes towards health, quality, taste and safety.

The authors adapted a survey tool based on a reduced FRL instrument to elaborate a specific survey instrument suitable to describe the fruit-related consumer's lifestyles. The instrument was not designed according to the standard scales design procedure, but it is a first step towards creating a fruit-related lifestyle instrument.

The fruit-related lifestyle instrument can be used in studies focused on fruit consumer segmentation. Results provide insight into fruit marketing and distribution companies, which can adjust their marketing strategies and customer-oriented initiatives tailored for specific consumer segments. Results can be useful also for policymakers to promote increased fruit consumption.

The aim of this study was to investigate consumer preferences and profile their food-related lifestyles, as well as to identify consumer groups with similar attitudes/behaviours in the Euro-Mediterranean fruit and vegetable market.

A structured questionnaire was designed drawing from the food related lifestyles instrument and including other factors relevant to fruit and vegetable consumer preferences. The data were collected in an online survey with 925 participants in France, Greece, and Italy. A principal component analysis was conducted to interpret and examine consumers' fruit and vegetable related lifestyles. In addition, a cluster analysis was performed to identify different consumer segments, based on the core dimensions of the food-related lifestyle approach.

In each country, three primary consumer segments were distinguished. Health-conscious individuals were predominant in France and Greece, while quality-conscious consumers were prevalent in Italy. These classifications were determined considering various factors such as purchase motivation, perception of product quality, health concerns, environmental certifications, and price sensitivity.

The food-related lifestyle approach has been adapted instrument to create a customised survey instrument specifically designed to capture the intricacies of fruit and vegetable consumer preferences and priorities in three Euro-Mediterranean Countries.