Sustainable food consumption: an exploratory study on italian consumers

The agri-food system is at the centre of an important debate in the current global scenario due to pressing environmental challenges. With one-third of greenhouse gas emissions coming from food systems, this industry contributes significantly to environmental degradation and climate change. Therefore, there is a clear need to redefine the entire food system to ensure a more equitable and sustainable development. Consumers are crucial in shaping this transformation process through their daily purchasing choices. This study intends to explore the orientation of Italian consumers towards sustainable food, trying to understand their perception, propensity, and purchase motivation. A generational perspective was also adopted to highlight similarities and differences between individuals of different age groups. The empirical investigation was carried out using a web interview questionnaire (CAWI); data were collected between October and November 2023, and 390 respondents participated. The study shows that the increasing focus on environmental protection and social welfare are the primary motivations for the future adoption of eco-friendly eating habits by younger people. At the same time, health seems to be a predominant factor for members of Generation X. This finding has important implications for food companies, which should integrate environmental and social issues into their business, as well as promote the quality and sustainable attributes of products by adapting communication to the preferences of different age groups.