Table 1 Questions and possible answers (codified) contained in the Sects. "Introduction" and "Methods" of the questionnaires employed in the survey

Socio demographic characteristics (Sect. "Introduction")

Age

1 = 18–25; 2 = 26–35; 3 = 36–45; 4 = 46–55; 5 = 56–65; 6 =  > 65

Gender

0 = male; 1 = female

Family size

1 = 1 component; 2 = 2 components; 3 = 3 components 4 = 4 components; 5 =  > 4 components

Educational level

1 = primary school; 2 = lower secondary school; 3 = upper secondary school; 4 = master’s degree

Monthly average income of the family

0 = Less than 1000 €; 1 = 1000—2000 €; 2 = 2000—4000 €; 3 = 4000—6000 €; 4 = Over 6000 €; 5 = I won't answer

Avocado purchasing and consumption habits (Sect. "Methods"—CATA questions) (0 = no choice/1 = choice)

Do you consume avocados at a specific time of year?

No (I consume it throughout the year)/Yes (specify)

Why do you consume avocados?

I like it

It's good for your health

Versatile in cooking

What type of product do you usually buy? (more than one answers were admitted)

Fresh fruit

Processed product (e.g., guacamole, fruit juices, smoothies, etc.)

Portioned (ready to eat)

Paired with other foods (e.g., sushi, sandwich, etc.)

Where do you usually buy avocados? (more than one answers were admitted)

Specialized shop (greengrocer)

Super/hypermarket

Outdoor markets

Organic shops

Online

Buying groups

At what time of ripeness do you prefer to buy avocados:

Already ripe (ready to eat)

Not yet ready to eat (I prefer to ripen at home)

I do not perceive the difference

I do not evaluate this difference

How often do you buy avocados?

1–2 times per week

Less than 1 time per week

1 time per month

Occasionally (a few times a year)

What is your usual use? (more than one answers were admitted)

Consumption of the fresh product

Raw preparations (salads, sandwiches, sauces)

Cooked

Did you know that there are different varieties of avocados on the market in Italy?

Yes/ No

Do you know that they are starting to grow avocados in Italy?

Yes/No