The consumption of bread, which is one of the most important foods in the Mediterranean diet, hasshown a progressive decrease in recent decades. The aims of this study were to investigate through twodirect surveys, namely, i) experts' and stakeholders' opinions on bread attributes in order to define itssustainability performances and ii) consumer's sustainability perception of bread in relation to productfeatures and consumer knowledge and their attitudes towards economic, environmental, health, socialand ethical issues. Three kinds of high-quality artisanal Italian bread (i.e., organic whole grain bread,Carasautraditional durum wheatflatbread, andAltamuratypical durum wheat loaf bread) were selectedas subjects to study to evaluate the predictive value of both consumers' attitudes and behavioural aspectsand objective bread features in explaining consumer's intention to purchase sustainable bread. Surveyanswers were elaborated by multinomial logistic regression in order to identify predictive factors of eachconsumer preference. Study insights showed a unanimous preference from both experts and consumersfor typicalAltamurabread, provided a better understanding of the effects of consumers' characteristicsand bread attributes on demand, and suggested tools to promote sustainable food consumption.

Traditions, health and environment as bread purchase drivers: A choice experiment on high-quality artisanal Italian bread

De Boni, Annalisa
;
Pasqualone, Antonella;Roma, Rocco;Acciani, Claudio
2019

Abstract

The consumption of bread, which is one of the most important foods in the Mediterranean diet, hasshown a progressive decrease in recent decades. The aims of this study were to investigate through twodirect surveys, namely, i) experts' and stakeholders' opinions on bread attributes in order to define itssustainability performances and ii) consumer's sustainability perception of bread in relation to productfeatures and consumer knowledge and their attitudes towards economic, environmental, health, socialand ethical issues. Three kinds of high-quality artisanal Italian bread (i.e., organic whole grain bread,Carasautraditional durum wheatflatbread, andAltamuratypical durum wheat loaf bread) were selectedas subjects to study to evaluate the predictive value of both consumers' attitudes and behavioural aspectsand objective bread features in explaining consumer's intention to purchase sustainable bread. Surveyanswers were elaborated by multinomial logistic regression in order to identify predictive factors of eachconsumer preference. Study insights showed a unanimous preference from both experts and consumersfor typicalAltamurabread, provided a better understanding of the effects of consumers' characteristicsand bread attributes on demand, and suggested tools to promote sustainable food consumption.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11586/226931
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