More than organic: consumer expectations of sustainability and quality. evidences from a qualitative study in Italy

Mara Martini, Angela Fedi*, Blain Murphy, Moira Dean, Barbara Loera

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)

Abstract

Research shows that the search for healthier foods and concern for sustainability are driving the purchase of organic products. However, consumer expectations for quality attributes and sustainability often go beyond the parameters for organic certification, even after the latest revision (EU Regulation 2018/848). This article aims to explore Italian consumers’ expectations for attributes beyond the current organic certification and to highlight the importance of introducing an additional certification for this added value. Nine focus groups (59 participants) were conducted and analyzed with the Template Analysis approach using Atlas.ti 6.0. Participants expressed expectations beyond current organic certification: i) “for the consumer” (excellent product quality); ii) “for the people and the planet” (ethical aspects of production and distribution); iii) information about organic labels. The development of an “organic plus sustainability certification” seems important: it could allow consumers to make more conscious and ethical purchasing decisions in mature but still changing organic markets such as Italy.

Original languageEnglish
Pages (from-to)1-15
Number of pages15
JournalJournal of Food Products Marketing
Volume30
Issue number1
Early online date23 Nov 2023
DOIs
Publication statusEarly online date - 23 Nov 2023

Bibliographical note

Publisher Copyright:
© 2023 Taylor & Francis.

Keywords

  • certification
  • focus group
  • Italian context
  • Organic plus
  • sustainable consumer choices

ASJC Scopus subject areas

  • Business and International Management
  • Food Science
  • Marketing

Fingerprint

Dive into the research topics of 'More than organic: consumer expectations of sustainability and quality. evidences from a qualitative study in Italy'. Together they form a unique fingerprint.

Cite this