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Obesity epidemic: the role of retailing sector in promoting fruit and vegetable consumption

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  • Fioriti, Linda
  • Marchini, Andrea
  • Diotallevi, Francesco
  • Pampanini, Rossella

Abstract

After a deep review of the main economic studies and applications about the emerging problem of obesity, this paper focuses on a particular aspect of the issue: the improvement of fruit and vegetable purchasing in retailing sector. First of all it has been analyzed the actual presence of strategies aimed at improving fruit and vegetable consumption in the main retailing companies operating in Italy. Then the study investigates the role of price in consumers’ purchasing choices. High price elasticity of F&V products could suggest the implementation of lower prices to consumers instead of implementing other policy interventions. The methodology is based on qualitative and quantitative research methods. In particular, in depth interviews to retailing sector experts have been run to gather useful insights about retailers’ management of F&V department. Then quantitative analysis on IRI data about F&V consumption in Italy has been conducted to evaluate the influence of price on consumers’ attitude towards F&V. The results obtained provide meaningful insights to formulate marketing strategies and policy interventions.

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Bibliographic Info

Paper provided by University Library of Munich, Germany in its series MPRA Paper with number 43279.

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Date of creation: 12 Feb 2012
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Handle: RePEc:pra:mprapa:43279

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Keywords: Obesity; fruit and vegetables; consumer behaviour; food promotion;

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  1. Tomas Philipson, 2001. "The world-wide growth in obesity: an economic research agenda," Health Economics, John Wiley & Sons, Ltd., vol. 10(1), pages 1-7.
  2. Deaton, Angus S & Muellbauer, John, 1980. "An Almost Ideal Demand System," American Economic Review, American Economic Association, vol. 70(3), pages 312-26, June.
  3. Deaton,Angus & Muellbauer,John, 1980. "Economics and Consumer Behavior," Cambridge Books, Cambridge University Press, number 9780521296762, October.
  4. Diotallevi, Francesco, 2010. "L’analisi della domanda degli oli extravergine d’oliva in Italia Un’applicazione del modello A.I.D.S
    [The analysis of the demand for extra virgin olive oil in Italy An application of the AIDS
    ," MPRA Paper 41469, University Library of Munich, Germany.
  5. Francesco Torrisi & Gianluca Stefani & Chiara Seghieri, 2006. "Use of scanner data to analyze the table wine demand in the Italian major retailing trade," Agribusiness, John Wiley & Sons, Ltd., vol. 22(3), pages 391-403.
  6. Oral Capps & H. Alan Love, 2002. "Econometric Considerations in the Use of Electronic Scanner Data to Conduct Consumer Demand Analysis," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 84(3), pages 807-816.
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