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Italian Consumers’ Awareness of Climate Change and Willingness to Pay for Climate-Smart Food Products

Author

Listed:
  • Stefano Predieri

    (IBE-Institute for BioEconomy, CNR, Via Gobetti, 101, 40129 Bologna, Italy)

  • Marta Cianciabella

    (IBE-Institute for BioEconomy, CNR, Via Gobetti, 101, 40129 Bologna, Italy)

  • Giulia Maria Daniele

    (IBE-Institute for BioEconomy, CNR, Via Gobetti, 101, 40129 Bologna, Italy)

  • Edoardo Gatti

    (IBE-Institute for BioEconomy, CNR, Via Gobetti, 101, 40129 Bologna, Italy)

  • Nico Lippi

    (IBE-Institute for BioEconomy, CNR, Via Gobetti, 101, 40129 Bologna, Italy)

  • Massimiliano Magli

    (IBE-Institute for BioEconomy, CNR, Via Gobetti, 101, 40129 Bologna, Italy)

  • Chiara Medoro

    (IBE-Institute for BioEconomy, CNR, Via Gobetti, 101, 40129 Bologna, Italy)

  • Federica Rossi

    (IBE-Institute for BioEconomy, CNR, Via Gobetti, 101, 40129 Bologna, Italy)

  • Camilla Chieco

    (IBE-Institute for BioEconomy, CNR, Via Gobetti, 101, 40129 Bologna, Italy)

Abstract

Understanding climate change awareness and its related risks is crucial to plan efficient climate-smart strategies. An online survey was conducted on Italian consumers with the aim to understand consumers’ inclination toward food products obtained with climate-smart strategies. Specifically, consumers’ awareness about climate change and willingness to choose and pay for products derived from climate-smart agriculture were investigated. Results highlighted two targeted consumers, one more interested in economic issues and more “conservative” and the second one more concerned with climate changes risks with a higher interest in environmental and ethical values (fair trade), representing the primary target consumers for climate-smart foods. This segmentation can be useful to identify expectations and purchase drivers that can facilitate climate-smart policies and the establishment of the climate-smart foods on the market.

Suggested Citation

  • Stefano Predieri & Marta Cianciabella & Giulia Maria Daniele & Edoardo Gatti & Nico Lippi & Massimiliano Magli & Chiara Medoro & Federica Rossi & Camilla Chieco, 2023. "Italian Consumers’ Awareness of Climate Change and Willingness to Pay for Climate-Smart Food Products," Sustainability, MDPI, vol. 15(5), pages 1-14, March.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:5:p:4507-:d:1086189
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    References listed on IDEAS

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