Sustainable Food Purchasing in an Urban Context: Retail Availability and Consumers’ Representations

The adoption of sustainable food products by consumers is often hindered by both perceived and actual barriers within retail environments. This study investigates the interaction between the objective availability of sustainable food, its in-store visibility, and consumer perceptions of and discourses about these aspects, specifically examining how these factors contribute to socio-spatial disparities in access within an urban context (Turin, Italy). The research combined qualitative interviews with 50 consumers—to understand their perceptions and purchasing criteria—with quantitative observations of the presence and presentation of products in 56 supermarkets and 28 open-air markets across different socio-economic areas. The findings indicate that while sustainable products are more widely available than commonly perceived, their visibility (shelf positioning, signage) is significantly lower in socio-economically disadvantaged areas. This “invisibility” creates a crucial perceptual barrier, particularly for consumers who rely on immediate environmental cues and efficient shopping strategies, thus limiting purchases despite the actual presence of the products. The study concludes that in-store presentation strategies are critical mediators of perceived availability, disproportionately affecting consumers in lower socio-economic contexts and highlighting an innovative dimension of food access inequality that calls for targeted interventions at both the retail and policy levels.