Developing a mushroom supply chain for food purposes in the European perspective: companies’ competitiveness and consumer behaviour

In the context of evolving global food systems, sustainable and health-conscious dietary practices are increasingly essential. Mushrooms and mushroom-based products have garnered attention due to their nutritional value, low resource requirements, and potential as sustainable meat alternatives. Despite their growing importance, research on the edible mushroom supply chain remains limited. This thesis investigates the mushroom industry in Italy and consumer behaviors surrounding mushrooms and innovative mushroom-based products through agricultural economics and consumer science. The study addresses three key objectives, culminating in indexed publications. First, it examines the Italian mushroom production sector using Web Content Analysis and Multiple Correspondence Analysis, uncovering fragmentation, limited species diversity, and the emergence of innovative products like mushroom-based burgers and beverages. Second, a systematic review of 31 studies highlights consumer attitudes, identifying taste, price, and product familiarity as challenges to mushroom consumption. Third, an online survey evaluates messaging strategies promoting mushroom-based products as red meat alternatives. Results show that health-framed messages are particularly effective in shaping preferences. While acknowledging limitations like reliance on qualitative data and stated preferences, this research is the first step for further quantitative studies and real-world experiments. Also, expanding the research to other European countries could deepen insights into sustainable food systems and the role of mushrooms in promoting them.