Motivational, Economic and Social Analysis of an Ethical Purchasing Group Active in Potenza in the Fruit & Vegetable Sector

Abstract

Abstract The collective purchasing groups represent a fairly recent phenomenon in Basilicata. As part of this purchasing form, it appeared interesting to analyze the reasons that led a group of families in Potenza to join for the procurement of fruit and vegetables from the Metaponto and Senise areas. The analysis performed shows that mainly economic reasons lead families of different social classes to arrange purchases of fruit and vegetables in a short supply chain. The results show that there is an increasing interest in products that are organic or produced with environmentally-friendly methods. In essence, there is not only the economic aspect that motivates these ethical purchasing groups but also the sensitivity to issues concerning the safeguarding of delicate ecological equilibriums threatened by incorrect agricultural practices and industrial development. The evolution of the group examined, known as Ecological Purchasing Group (GAE), shows the gradual expansion of demand for organic products that now also concern herbs. The consensus around this organization form of demand appear is growing and increasingly involving young and highly educated consumers.