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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.

Suggested Citation

  • Fioriti, Linda & Marchini, Andrea & Diotallevi, Francesco & Pampanini, Rossella, 2012. "Obesity epidemic: the role of retailing sector in promoting fruit and vegetable consumption," MPRA Paper 43279, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:43279
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    References listed on IDEAS

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    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. 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, January.
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    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 AIDSmodel]," MPRA Paper 41469, University Library of Munich, Germany.
    5. Deaton, Angus S & Muellbauer, John, 1980. "An Almost Ideal Demand System," American Economic Review, American Economic Association, vol. 70(3), pages 312-326, June.
    6. Morland, K. & Wing, S. & Roux, A.D., 2002. "The contextual effect of the local food environment on residents' diets: The atherosclerosis risk in communities study," American Journal of Public Health, American Public Health Association, vol. 92(11), pages 1761-1767.
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    Cited by:

    1. Antonio Baselice & Antonio Stasi & Francesco Diotallevi & Andrea Marchini & Gianluca Nardone, 2014. "Crescita nei consumi di IV gamma. Un?applicazione del modello AIDS alla domanda italiana di ortofrutta," Economia agro-alimentare, FrancoAngeli Editore, vol. 16(2), pages 11-30.

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    More about this item

    Keywords

    Obesity; fruit and vegetables; consumer behaviour; food promotion;
    All these keywords.

    JEL classification:

    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • Q18 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Policy; Food Policy; Animal Welfare Policy

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