Abstract
Nowadays, the problems that afflict our planet (climate change, loss of biodiversity, etc.) are leading to the implementation of a more sustainable type of consumption. Increasing the consumption of organic products is a way to face and try to solve these problems. In order to reach this aim, it is important to understand how consumers’ subjective relevance of these products impacts on their consumption. The recent literature, in fact, highlighted how food consumption is salient for the individual to express their identity and life orientations, even more in the case of organic food consumption. Nonetheless, little is known about how subjective relevance of food affects organic food consumption. The present research aims to measure the role of subjective relevance in organic food consumption. Data were collected with a self-report questionnaire that was filled out by a sample of 964 Italians, representative of the population. We used structural equation modelling (SEM) and the bootstrap technique to test the hypothesis. The results show that subjective food relevance is a mediator between the motivations of organic food consumption and the frequency of consumption of it. This research points out the necessity to study consumers in a wider way, using communication that emphasizes the role that these products have in satisfying the psychological needs of consumers.
Highlights
Sustainable food consumption is one of the three main domains that influence the management of sustainable development; a relevant and urgent issue in this century [3]
This study provides an overview of the aspects that affect the consumption of organic products, which is considered a key aspect to support sustainable consumption
We found that the motivations of healthiness, naturalness, and respect for animals and the environment are not enough to explain the purchase of organic products, but the subjective relevance that people perceive towards food is the paramount aspect in determining the consumption of organic products
Summary
Sustainable food consumption is one of the three main domains that influence the management of sustainable development (the other two being housing and transportation [1,2]); a relevant and urgent issue in this century [3]. Consumers’ concerns about the quality, safety, and environmental friendliness of foods have increased due to various food safety incidents and environmental issues [5,6] that the European Union tries to prevent through a strong and clear legislative system [7,8] These events have led to a greater consumer awareness of the possible pesticide residues in conventional foods, causing a decrease of credence in production methods [9] and, a raising of questions about modern agricultural practices as well as demand for organic foods [10] that has become the most popular sustainable consumption option among the various alternatives to conventional food [11]. Osservatorio Sana [12] observed that from 2001 to 2017, the signboards of large-scale distribution brands with a reference to organic foods increased by 144%, and the average number of organic labels present in a large-scale retail store increased by 431% These are significant changes that show how a phenomenon that was initially considered a niche has turned into a habitual choice for many Italians. The consumption of organic foods represents a way for Italians to respond to their ethical and food safety needs that appear to be stronger than all other countries [10]
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