WATER ECONOMY: SUSTAINABILITY IN BOTTLED WATER SUPPLY CHAIN. THE ROLE OF CONSUMER AND ENTERPRISE TO ENHANCE SUSTAINABILITY IN THE FOOD SYSTEM.

Water is the planet’s most precious natural resource, essential for all life forms and economic activities. Despite covering 70% of the Earth's surface, freshwater represents only 2.5% of total water resources, with just 1% readily available for human use. Population growth, shifting consumption patterns, and climate change are intensifying pressures on this finite resource. This thesis examines environmental sustainability in the water economy, with a particular focus on the bottled water sector, before expanding the analysis to broader sustainability challenges in food consumption. The first part of the research explores sustainability within the bottled water industry, using Italy—one of the world’s largest consumers of bottled water—as a case study. The study identifies a gap in understanding sustainability across the production side of the bottled water value chain. Through an analysis of industry practices, including eco-design, recycled and bio-based materials, and logistics improvements, the research highlights how enterprise-led innovations can contribute to systemic change. Supported by insights from Sanpellegrino, the findings indicate that companies are increasingly adopting sustainable solutions, with European regulatory frameworks playing a crucial role in shaping industry practices. The role of consumer behavior is also considered, emphasizing the importance of environmental labels and certifications in promoting transparency and informed choices. Building on this sector-specific analysis, the research extends to the sustainability of food consumption, focusing on the Water Footprint (WF) of dietary choices in Italy. Using real consumption data from 2005 to 2021, the study reveals a shift away from the traditional Mediterranean Diet (MD), with an overconsumption of red meat and lower vegetable intake contributing to an elevated WF. Through a Sustainable Diet Model (SDM), the research demonstrates that adopting alternative dietary patterns—such as the Atlantic Diet or plant-based diets—can significantly reduce WF. The findings, published in Renewable Agriculture and Food Systems (2024), contribute to the debate on how dietary choices impact water sustainability. The thesis further broadens its scope by assessing the Carbon Footprint (CF) and Ecological Footprint (EF) of Italian food consumption. The analysis confirms that deviations from the MD amplify environmental pressures. Using the SDM, the study evaluates alternative dietary scenarios, showing that flexitarian, pesco-vegetarian, and predominantly plant-based diets significantly lower CF and EF. An unexpected yet significant finding highlights the economic dimension of dietary shifts: sustainable diets, including MD-aligned and plant-based patterns, are more affordable than the current Italian diet. This challenges the misconception that environmentally sustainable diets are costly and positions affordability as a key driver for dietary change. These results were published in Ecological Economics (2023). Finally, the research explores the alignment between supply and demand in promoting sustainability. A study conducted at Université Grenoble-Alpes examines the impact of educational campaigns—Nutri-Score labeling and plant-based meal promotions—on employee food choices in collective catering. While these interventions improved awareness, behavioral shifts remained limited due to entrenched consumption habits and supply constraints. The findings underscore the necessity of coordinated efforts between consumer awareness and structural supply-side changes to drive sustainable dietary transitions. Overall, this thesis provides a comprehensive examination of sustainability in the bottled water and food sectors, highlighting the interconnectedness of production and consumption. By integrating industry practices, policy frameworks, and consumer behavior insights, the research contributes to ongoing discussions on sustainability strategies and policy interventions necessary for systemic change.