Abstract
Fresh-cut salads are ready-to-eat foodstuffs with a growing market share and increasingly popular with consumers. However, a significant part of public opinion considers that bagged salad production processes have an effect on sustainability. In parallel, fresh-cut salads producers implement high resources and innovation strategies to improve the production process and product sustainability, highlighting an increasing awareness of their responsibility. The objective of this study was to investigate whether a correspondence exists between consumer preferences and the fresh-cut salad sustainability attributes (environmental, economic and social), indicated by producers (on their packaging and/or company website). Consumer preference analysis of 12 attributes of fresh-cut salads was made using the Best-Worst scaling methodology. Among the selected attributes, 9 were related to sustainability issues and 3 to the intrinsic product characteristics. A paper questionnaire was developed and submitted directly to consumers (n = 216), at different points of sale of several large retail chains in the Turin metropolitan area (Northwest Italy). The analysis of the results highlights that no direct correspondence can be found between the companies’ communications regarding sustainability and the real interest of consumers of fresh-cut salads towards these attributes. Moreover, in contrast to the growing ‘green’ attitude among consumers, the lack of consumer interest in the attributes of environmental sustainability underlines the need to increase consumer awareness of the issue. Thus, this research could contribute to the development of more targeted and accessible communication strategies towards consumers.
Highlights
Consumers are becoming increasingly attentive and aware during food purchases, directing their choices towards sustainability choice attributes [1]
Evaluation of the correspondence between consumer preferences and the communication strategies used by fresh-cut salad producers relating to innovation/improved methods linked to product and process sustainability
The more consumers are concerned about sustainability issues in food production, the more likely it is that they will develop an awareness that enables them to develop a sustainable consumption attitude based on a decision-making process that takes into account the social responsibility of the consumer, as well as individual needs [106,107]
Summary
Consumers are becoming increasingly attentive and aware during food purchases, directing their choices towards sustainability choice attributes [1]. Sustainable consumption can be defined as “consumption that simultaneously optimizes the environmental, social and economic consequences of acquisition, use and disposition to meet the needs of present and future generations” [2] This attitude in the “consciousness for sustainable consumption” (CSC) model, defined by Balderjahn et al (2013) [3] influences product evaluation mechanisms with regard to aspects of environmental sustainability (awareness of the importance of environmental protection during the production process, consumption and disposal of the product) [4,5]. Producers are focusing their product innovation and differentiation strategies on aspects related to social sustainability, linked, for example, to the revival of traditional recipes, local/territorial origins and a short supply chain [17,18,19]
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
