Does the Sustainability of Food Products Influence Consumer Choices? The Case of Italy

In this paper we analyse if there is a diffuesed interest among consumers about the environmental impacts of their food choices, and try to capture the different types of attitudes of Italian consumers with respect to environmental sustainability of food products. The analysis builds on a survey based on vis-a-vis interviews with 240 consumers in Milan, and on a cluster analysis. The results highlight a high level of stated concern about environmental issues and about possible impacts of personal food consumption choices on the environment. Nevertheless, when investigating their actions during everyday shopping we have identified four groups of consumers: (1) those who take into consideration the environmental information on labels do not require additional information; (2) those for which environmental information on labels does not have a great effect on purchase, but would like to receive more information; (3) those for which the presence of environmental information directs product selection and would also like to receive more; (4) those that do not take into account environmental issues when purchasing and are not interested in receiving more information about the impacts of the products.