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On the association between risk attitude and fruit and vegetable consumption: insights from university students in Italy

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  • Elisa Giampietri

    (University of Padova)

  • Giuseppe Bugin

    (University of Padova)

  • Samuele Trestini

    (University of Padova)

Abstract

As a novel contribution, this paper explores the possible association between individual risk attitudes and consumer fruit and vegetable (FV) intake. Inspired by the literature, the study also investigates the relationship between FV consumption frequency and health consciousness, perceived health benefits, trust, and attitude towards eating the recommended five-a-day FV portions. An ordered logit model is estimated on data collected through direct interviews among university students. The results show that risk aversion has a positive effect on consumer choice to eat the recommended number of FV servings, similar to the individual health consciousness and the perception of health benefits. The results pave the way for new research that aims to provide useful evidence for the implementation of new strategies to foster people’s FV intake in compliance with the five-a-day recommendation.

Suggested Citation

  • Elisa Giampietri & Giuseppe Bugin & Samuele Trestini, 2021. "On the association between risk attitude and fruit and vegetable consumption: insights from university students in Italy," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 9(1), pages 1-16, December.
    • Handle: RePEc:spr:agfoec:v:9:y:2021:i:1:d:10.1186_s40100-021-00194-4
    DOI: 10.1186/s40100-021-00194-4
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    References listed on IDEAS

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    2. Thomas Meissner & Xavier Gassmann & Corinne Faure & Joachim Schleich, 2023. "Individual characteristics associated with risk and time preferences: A multi country representative survey," Journal of Risk and Uncertainty, Springer, vol. 66(1), pages 77-107, February.

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