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Consumers' literacy and preferences for sustainability labels: an exploratory analysis on Italian young adults

Author

Listed:
  • Riccardo Vecchio
  • Azzurra Annunziata
  • Athanasios Krystallis
  • Eugenio Pomarici

Abstract

Activists and policy makers strongly encourage consumers to act as responsible citizens when purchasing everyday products. Accordingly, retailers and brands are competing on the market introducing a plethora of sustainability labels that should address increasing customer demand. Nevertheless, the usefulness of these labelling schemes in aiding consumers to make informed purchase decisions is still heavily debated. Results of a survey on Italian young consumers (N = 500) reveal low levels of individuals' familiarity with sustainability labels and highlight that several socio-demographic characteristics and food habits have a significant impact on consumers' knowledge of these labels.

Suggested Citation

  • Riccardo Vecchio & Azzurra Annunziata & Athanasios Krystallis & Eugenio Pomarici, 2015. "Consumers' literacy and preferences for sustainability labels: an exploratory analysis on Italian young adults," International Journal of Globalisation and Small Business, Inderscience Enterprises Ltd, vol. 7(3/4), pages 221-233.
    • Handle: RePEc:ids:ijgsbu:v:7:y:2015:i:3/4:p:221-233
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    Cited by:

    1. Kristia Kristia & Sándor Kovács & Zoltán Bács & Mohammad Fazle Rabbi, 2023. "A Bibliometric Analysis of Sustainable Food Consumption: Historical Evolution, Dominant Topics and Trends," Sustainability, MDPI, vol. 15(11), pages 1-24, June.
    2. Giovanni Sogari & Tommaso Pucci & Barbara Aquilani & Lorenzo Zanni, 2017. "Millennial Generation and Environmental Sustainability: The Role of Social Media in the Consumer Purchasing Behavior for Wine," Sustainability, MDPI, vol. 9(10), pages 1-16, October.

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