What is the role of environmental sustainability knowledge in food choices? A case study on egg consumers in Italy

Abstract

This study aims at extending current evidence regarding the role of sustainability knowledge on food choices. In detail, the study focuses on Italian consumers' knowledge of the environmental impact of various stages of food production and consumption and explores whether and to what extent this affects preferences and willingness to pay (WTP) for food product attributes, with a focus on sustainability-related characteristics. This study applies a hypothetical Discrete Choice Experiment, using eggs as a case study, combined with a newly validated environmental impact knowledge scale. The results of this study contribute to the literature providing novel insights on the role of food-related sustainability knowledge as a driver of consumers’ food choices; they can be valuable for proposing policies geared at reducing food-related environmental pressure.