Sandro Sillani

Consumer perceptions and motivations in choice of minimally processed vegetables: A case study in Italy

Purpose – The purpose of this paper is to examine the usefulness of integrating measures of motivations in predicting purchase intentions of fresh cut products. In order to gain this purpose the authors developed a field study that involved about 425 consumers of fresh cut vegetables products. Design/methodology/approach – Questionnaire data were gathered in Italy on a Likert scale. Questions focussed on intentions to purchase fresh cut lamb’s lettuce from environmental sustainable farms, simulating a fresh cut product with an Eco-label. Data were analyzed using structural equation modeling (SEM). The SEM technique is used to develop propositions representing a theoretical approach in the context of the process for purchasing fresh cut products. With regard to distinguishing between the motives, the authors referred to the approach that sets out two different types of motive: health and green. Findings – The resulting managerial implications make it possible to assess how much the different types of motiv...

Technological and Consumer Strategies to Tackle Food Wasting

Around one-third of the globally produced food is annually discarded worldwide. This amount would be able to satisfy ten times the need of undernourished people. If nothing is done, the mass of discarded food could further rise, compromising the right to food of future generations. Almost all food discards are nowadays disposed of or used for energy recovery. Strategies for recovery of value-added compounds have also been proposed. However, more sustainable options are available. In this context, food science skills are required to develop novel approaches that could allow both reducing disposal of discards and preventing their generation. Effective technological strategies are expected to directly reduce food loss within the production chain but also to drive consumer towards more sustainable choices and behaviours. This review paper summarizes recent developments in possible technological and consumer strategies to tackle food wasting. To this aim, after defining, classifying and quantifying food discards, reasons and responsibilities of discard generation are analysed in the light of the current regulatory efforts. Based on this survey, an overview of possible interventions is provided, underlying their synergistic effects on waste reduction/prevention at industrial and domestic levels.

Effect of temperature in domestic refrigerators on fresh-cut Iceberg salad quality and waste

The evolution of different quality parameters (firmness, weight loss, colour changes, microbial counts, consumer rejection) of packed fresh-cut Iceberg salad was assessed at 4, 8 and 12°C to simulate domestic refrigerators running at different conditions. The increase in storage temperature did not affect salad firmness and weight loss but increased colour changes, microbial growth and consumer rejection. A survey among Italian consumers was also carried out and demonstrated that fresh-cut salad was mainly consumed within the first 5days after purchasing. Consumer rejection data were combined with data relevant to the distribution of salad consumption over the days following product purchase, to estimate salad wasting risk. When salad was stored at 4 and 8°C, estimated wasted packages within the expiration date (7days) were <1%. By contrast, 13% of the packages was estimated to be wasted within 7days of storage at 12°C. Quantification of wasting risk is a necessary information to identify efficient and sustainable interventions to tackle food waste.

Consumer Behavior Toward Eco-Labeled Minimally Processed Fruit Product

ABSTRACT The authors proposed an analysis of the determinants of purchase intentions and willingness to pay for minimally processed fruit. For this purpose, on-field research was conducted that involved 589 consumers. A questionnaire, gathered in Italy and based on a Likert scale, was administered to investigate intentions to purchase minimally processed fruit from environmentally sustainable farms, simulating a minimally processed product with an eco-label. Via structural equation modeling, the authors develop propositions representing a theoretical approach in the context of purchasing food products. By analyzing two different types of consciousness (health and green), the deduced managerial implications make it possible to assess that the green consciousness influences the attitude and affects the choices and behaviors of consumers. The potential adoption of an eco-label on this kind of food product could be seen as a useful marketing tool for new markets.

Cross-Cultural Consumer Behavior: Use of Local Language for Market Communication—A Study in Region Friuli Venetia Giulia (Italy)

ABSTRACT Cross-cultural consumer behavior is of market interest due to globalization of marketplaces, migration, multicultural marketplaces, and diffusion in the EU of many languages. The objective of this study is to check whether the local language used in a marketing communication could affect the consumers’ preferences for food products. The theoretical foundation is the consumer motivational approach that goes deeper into motivations interfering with the consumers’ preference order. The multivariate conjoint analysis is used to evaluate the preferences for attributes described in different languages. A number of students from the University of Udine (located in the northeastern part of Italy) have been submitted to interviews to examine their preferences for a simulated sandwich package reporting information in different languages, distributed by vendor machine. The results suggest that the consumer’s reaction to local language depends on sociodemographic profile, cultural background, language knowledge, and family education, and the local language could actually be used as a market tool for market segmentation. These results are of interest to many EU countries with bilingual communities such as Spain, Belgium, the UK, Switzerland, and most of the Italian regions where local languages are still alive.

Willingness to pay for organic cotton: Consumer responsiveness to a corporate social responsibility initiative

Purpose Consumers seem to be increasingly concerned about the environmental and social consequences of their purchases. For this reason, companies are involved in corporate social responsibility (CSR) strategies for their supply chain to responsibly manage the consumption of the environmental resources and to support sustainability. The purpose of this paper is to contribute to a better understanding of the Italian organic apparel consumer by investigating the importance of consumers’ attitudes towards CSR in agricultural products processing industries and their willingness to pay (WTP) for organic cotton clothing. Design/methodology/approach Questionnaire data were gathered in Italy on a Likert scale. Questions focussed on WTP for organic cotton, with the aim to test consumer responsiveness to a CSR initiative in Italy. A structural equation model is proposed to shed some light into this relatively unexplored area. Findings One of the direct implications of the authors’ study is that companies in apparel industry should try to improve their social and environmental performance to elicit the desired consumer responses. Originality/value This implies important managerial implications for new marketing strategies. If consumers’ perception of CSR practices drives their behavioural intention, firms will be motivated to be involved and to invest in socially responsible practices.

Exploitation of lettuce waste flour to increase bread functionality: effect on physical, nutritional, sensory properties and on consumer response

Phenol and fibre-rich flour obtained by air-drying and grinding of lettuce waste was partially substituted (26, 53, 170 and 575 g kg ) to wheat flour to produce functional bread. The addition of flour progressively decreased dough leavening capacity while increased bread moisture and firmness. Lettuce waste flour significantly increased the polyphenolic content (up to 3.4 g GAE kg ) of bread samples and enhanced their antioxidant activity by 200%. Bread containing 170 and 575 g kg 1 of lettuce waste flour presented sensory properties and consumer acceptability comparable to those of commercial wholemeal bread with similar rye bran content. Bread containing at least 170 g kg 1 of lettuce waste flour could be associated to nutritional claims related to its enhanced fibre content (>30 g kg ). Data obtained by conjoint analysis demonstrate the possibility of increasing consumer preference for lettuce waste flour bread by proper nutritional (fibre content) and sustainability (lettuce waste valorisation) claims.

Effect of expiry date communication on acceptability and waste of fresh-cut lettuce during storage at different temperatures

The effect of expiry date communication on acceptability and wasting risk of fresh-cut lettuce was investigated. Fresh-cut lettuce was packed in plastic pouches reporting or not the expiry date on the label and stored at recommended (8 °C) or abuse temperature (12 °C) for increasing time up to 21 days. Lettuce was assessed during storage for colour, total viable count, consumer rejection and wasting risk. Independently on storage temperature, the presence of the expiry date caused an increase of wasting risk. When lettuce was stored at 8 °C, about 4% packages were estimated to be wasted within the expiry date (7 days). Even a lower amount of waste was estimated when expiry date was not reported. Within 7 days of storage at 12 °C, 12% of the packages without expiry date was estimated to be wasted. This percentage increased to 27% when the expiry date was printed on the lettuce label. Results emphasise the dramatic effect of the presence of the expiry date on the consumer decision to waste food.

Sistemi locali multifunzionali per lo sviluppo rurale

The aim of the research is to contribute to the knowledge of multifunctional local systems. The survey was conducted on a case study: a consortium of social cooperatives and other organizations with the common goal of social integration and employment of disadvantaged people through the implementation of different activities, including agriculture. The purpose of the research was to identify the characteristic elements of the organizational model analyzed and to point out its role in the development of the territory, i.e. the associated farms, other enterprises, different rural actors and the territory at large.