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Le problematiche socio-economiche dell'obesità nel sistema agroalimentare: il ruolo della GDO nelle scelte di acquisto e di consumo di frutta e verdura
[Socio-economic problems of obesity in the agri-food system: the modern distribution role in purchasing and consumption chooses of fruit and vegetables]


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


Nowadays many countries and governments must confront one of the most challenging food and health disasters ever to face human-kind: an epidemic of obesity. Even though several factors can lead to obesity, mostly food industry has been blamed for making people fat. Hence, this article provides a detailed literature review of the major economic studies and applications related to this multifactorial disease, then it focuses on the role of retailing sector in influencing consumers’ adoption of healthier food habits. In particular, the aim of the paper is to explore strategies and dynamics of retailers sector, to identify the main drivers that can be consider in order to push the consumption of fruits and vegetables (F&V). With this purpose eight interviews have been conducted to category managers, buyers and marketing managers of the main retailing companies operating in Italy. Thorough the in-depth interview research method authors try to highlight the factors influencing consumers’ attitude towards F&V. Furthermore an IRI InfoScan database of scanner data has been acquired to analyse F&V price elasticity. It is a monthly survey (totally 24 observations from October 2008 to August 2010) of 4 sub-categories of F&V products sold by retailers in Italy, in particular: fresh fruit, fresh vegetables, bagged fruits, and bagged vegetables. An Almost Ideal Demand System (A.I.D.S.) has been employed to investigate price influence on F&V demand. Finally some indications about limits and potentialities of retailers’ management of F&V sector are provided, trying to suggest some possible interventions to policymakers.

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  • Fioriti, Linda & Diotallevi, Francesco & Marchini, Andrea & Pampanini, Rossella, 2012. "Le problematiche socio-economiche dell'obesità nel sistema agroalimentare: il ruolo della GDO nelle scelte di acquisto e di consumo di frutta e verdura
    [Socio-economic problems of obesity in the ag
    ," MPRA Paper 40479, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:40479

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    References listed on IDEAS

    1. 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.
    2. 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.
    3. 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 AIDSmodel]
      ," MPRA Paper 41469, University Library of Munich, Germany.
    4. Deaton, Angus S & Muellbauer, John, 1980. "An Almost Ideal Demand System," American Economic Review, American Economic Association, vol. 70(3), pages 312-326, June.
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    More about this item


    agri food system obesity Modern Distribution Fruit and vegetables;

    JEL classification:

    • D30 - Microeconomics - - Distribution - - - General
    • A11 - General Economics and Teaching - - General Economics - - - Role of Economics; Role of Economists

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