Verso il consumo sostenibile: i prodotti biologici nelle abitudini alimentari degli italiani

Choosing a sustainable consumption means shifting to a new consumer pattern. It requires greater awareness and responsibility from the consumer side, with the adoption of new lifestyles and purchasing choices enabling to achieve high levels of well-being and satisfaction while respecting the environment. A great effort has been made in last three decades by policy makers worldwide to encouraging sustainable production and consumption putting in practice the sustainable development principles. Still a long way is needed to achieve this objective. Organic food is one of the most representative sustainable product. World and European organic food market statistics highlight positive trends, although consumption results heterogeneous and low compared to conventional food consumption. This implies that consumer behavior is still not sufficiently responsive to policies on sustainable consumption. The present study aims to contribute to extant research on sustainable consumption investigating the factors that encourage or prevent consumption of organic food products. Adopting a new approach it tries to understand how different food diet segments face organic food in term of consumption and attitudes. A multi-step multivariate analysis was carried out on an Italian consumer survey on 3,004 respondents. A nonlinear principal component analysis was applied to variables measuring consumption frequencies for 16 food categories and 5 beverage categories measured on an ordinal scale. In a second step a two stages cluster analysis application provided four food habit segments. Organic products have become part of the eating habits in Italy in almost a third of the population. The consumption seems to be developed mostly in a segment also pursuing healthy eating habits. Low level of attention to a healthy diet, lifestyles, income level, accessibility, a lack of awareness of sustainability condition food habits to the detriment of more sustainable consumption.