Caterina Romano

Trends in food consumptions: what is happening to generation X?

Purpose – Food habits are undergoing profound changes owing to the social, economic and technological transformations. The purpose of this paper is to analyse the evolution of the food patterns of generation X in the past decade, in view of formulating a reflection on the trends of a fundamental component of society. Design/methodology/approach – Applying latent class clustering to the food spending of a representative sample of Italian consumers has made it possible to identify the principal food patterns and to interpret them in light of demographic characteristics and sociocultural changes. Findings – The results show a strengthening of dietary lifestyles displaying a high content of animal proteins, especially in consumers with low levels of education. The importance of convenience foods emerges, mainly among couples but also among families with children. The role of out of the home consumptions grows, mostly among single males. Parallel to this critical picture, the authors note the birth of a new di...

Nutraceutical olive oil: does it make the difference?

Purpose – The purpose of this paper is to verify the market potentials of health claims by means of a study that tests the effectiveness of extra-virgin olive oil promotion based on the nutraceutical indications recently authorised by European regulations. Design/methodology/approach – The methodology utilises a discrete choice experiment on a sample of Italian consumers. Market segmentation is performed by means of applying a latent-class model. Findings – The health claim proves particularly interesting for two consumer segments: the “functional claim seekers” (24 per cent) and the “reduction of disease risk claim seekers” (13 per cent). The former segment consists of young, single males who prefer more moderately priced olive oils. The latter is instead made up of elderly individuals who prefer an explicit message on disease and are oriented towards the higher price ranges. Practical implications – The potentials in implementing a promotional strategy based on the awareness of olive oil’s nutraceutical...

Territory, environment, and healthiness in traditional food choices: insights into consumer heterogeneity

Traditional foods are facing new market challenges tied to current trends in food habits and their determinants, such as the decline of domestic food preparation, the increased demand for convenience foods, the increasing importance of industrial food production, and the evolution of regulations on food safety. In this context our study aims at improving the knowledge of consumer segments in traditional foods market in order to develop better marketing strategies. The preferences for different credence attributes are investigated applying a latent class choice model to the extra-virgin olive oil market in Italy. Results show the existence of a marked heterogeneity of preferences, which determines the presence of both vertical and horizontal differentiation of the product.

Paths to developing multifunctional agriculture: insights for rural development policies

The paper proposes to contribute to the growing literature on the practise and significance of multifunctional agriculture, drawing on an empirical study of 50 farms located in Central Italy and Sicily. The paper intends, in particular, to identify and analyse the ways that multifunctionality can be translated into rural development models, and to distinguish the territorial and farm features that favour the development of agricultural practices whose strength lies in supplying non-market goods and services. The results enable us to draw guidelines for public intervention aimed at promoting the diffusion of development models that integrate traditional farming processes and ways to internalise externalities.

Why Do We Buy Traditional Foods

ABSTRACT Consumer behavior toward traditional specialties varies according to the cultural context of consumption. It thus becomes crucial to develop marketing strategies that target segments with different levels of familiarity with food. Our article purposes to analyze the purchase drivers of traditional foods known to consumers because of their reiterated consumption. The importance of the product’s attributes, the purchasing motivations, and the information channels are studied by applying the CUB model, which utilizes a probabilistic structure that simulates the individual’s psychological mechanism in adopting a choice of preference. The case study is that of extra-virgin olive oil in Italy, where this product is a fundamental element of the culinary tradition. The results show that in the ambit of traditional specialties, in contexts of elevated familiarity, the traditional information channels of marketing are less effective and call for strategies based on a more direct connection between consumer and producer.

Food habits and the increase in ready-to-eat and easy-to-prepare products,

Abstract This chapter analyses the inclination to consume ready-to-eat and easy-to-prepare (RTE and ETP) foods by means of a literature review of the studies conducted on consumer behavior. The review highlights several key elements associated with the sphere of values and beliefs of individuals, such as curiosity to try new ways of eating, individualist food behavior, and time pressure, which act as a catalyst in the process of choosing RTE and ETP foods. From the perspective of supply emerges the importance of the qualitative characteristics of products and their market penetration, which contribute to loosening the normative barriers associated with consumption. The final section proposes a discussion on the explicative elements of the role that RTE and ETP foods assume in the scenario of consumptions in view of possible evolutions in demand.

Eating out: which restaurant to choose?

Purpose The purpose of this paper is to answer the following research questions: which are the main drivers in the choice of a restaurant for Italian consumers? Are local, organic and GMO-free foods important attributes in the choice of a restaurant? Design/methodology/approach In order to answer the research questions, a discrete choice experiment was applied. In particular, the authors opted for the application of a latent class model to identify any differences in the behavioural structures of the various consumers. This approach is, in fact, based on the assumption that the choices of the subjects depend on observable and unobservable heterogeneity that vary with factors not directly detectable. Findings People show different preferences when they choose a restaurant. Regarding the choice experiment, the analysis of the importance of the attributes for the final choice highlights how price and service quality are always considered as the most important ones. The presence of menu with local foods, organic foods and OGM-free products is never decisive for the final choice but it is a very appreciated attribute for almost 30 per cent of consumers. This group of consumers (named local oriented) show a willingness to pay (WTP) of 11 euro for local foods, eight euro for organic products and 3.5 euro for OGM-free ingredients. For the locavores, the likelihood of choosing a restaurant offering local products is three times higher than that of a restaurant not possessing this type of certification, all other conditions being equal. Research limitations/implications Restaurant owners can differentiate their offerings also considering the local foods and organic products. On the other hand, the restaurants can become powerful marketing channels for local producers. The consumption of organic foods can be increased given the wide WTP displayed. This could positively impact in the promotion of healthier and sustainable diet. Practical implications The conditions therefore exist for developing a restaurant offer consisting of a basic menu with local foods, capable of integrating in a virtuous manner with the organic farm productions, which keep an eye on sustainable development and the wholesomeness of foods. If this virtuous process takes root in the restaurant sector, it could certainly represent an important opportunity for the agricultural producers as well, especially in the tourist areas. In order for this opportunity to materially be implemented in a development process, it is, however, necessary to develop certifications and brands capable of constituting credible guarantees for the consumer, as well as strengthening the information and communication campaigns among the younger consumers. Social implications The development of a segment of restaurants that support local foods and organic products would have positive impacts both from the social and territorial point of view. Originality/value This is the first paper that considers and evaluate the impact of local foods, organic foods and GMO-free foods in the choice of a restaurant. Findings demonstrate how the probability of choosing restaurants that offer local products, compared to the other conditions, is always higher than those focussing on organic or GMO-free products. The choice probability of the restaurant with local products is three times greater than that of a restaurant without local products, all other variables being equal.