Abstract
This study aims to analyse the elements which contribute most to defining the quality of a food product. Geographical provenance, age, propensity to read the label on products, scientific knowledge and self-assessment of knowledge on food safety-related issues emerged as the main differences between the two groups. The perception of quality appears to affect purchase decisions and dietary patterns. The description of the consumer groups who use the same elements to define quality provided a useful insight into consumer choices and potential risk-exposure behaviours. The study of these aspects is therefore relevant for designing effective and targeted communication actions, not only for companies but also for public institutions in charge of safeguarding public health.
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