What determines the consumers’ attitudes toward a new product: an experience with the Olivello Beverage

In this research, the Psycho-Functional Theory and the Multi variate Structural Equation model (SEM) are used to enter into the consumers' attitudes for a new beverage obtained from "Olivello" a wild plant growing in many regions of Europe. The first pari is dedicated to ihe description of the psychofunctional approach to go indeeph into the relations between the product altributes and perceplions of benefits and values. The second part is dedicated to the empirical analysis of the "Olivello" beverage carried oul in the Friuli VG a region of Italy. The results suggest the complexity of the consumers' experience, perceived through sensorial and experience cues from the product attributcs. The results confirm the validity of the psycho-functional approach; the information is suitable in order to (1) improve the effectiveness of marketing strategies dedicated to the communication; (2) suggest the attribute changes according to the consumers' preferences; and (3) more in general, go deeper into the consumer theory by integrating the psychological variables in the altitudinal models to predici more accuralely the consumer behaviour.