Modelli di consumo sostenibile connessi al cibo al tempo della “Nuova Normalità” da Covid-19

The global crisis caused by the outbreak of COVID-19 pandemic has changed the way we as consumers live, work, and shop. The climate of uncertainty and fear that characterizes the ‘new normal’, as well as the measures to contain the contagion across the world has brought about the rise of a ‘homebound’ lifestyle and a review of daily practices – especially referring to food habits – of both individuals, and communities. The persisting social distancing has enhanced the role of technologies as connectors with the outside world, thus accelerating digital transition especially in food procurement and purchase. Consumer concerns about preventive health has shifted their focus to healthy and safe food, as well as to unharmful forms of consumption and production; nevertheless, the unprecedented loss of spending power experienced by large segments of consumers has also caused cautious spending without giving up quality. In terms of consumer behaviour this would mean an unusual cohabiting of drivers to premiumisation as well as to a new concept of convenience. The research findings presented in this paper provide a first framework of the above-described emerging food-related patterns and value-based claims, investigated on an international, conveniently self-formed sample of about 5.000 respondents. Data casts light on factors underpinning a new consumer culture where digitization of food-related practices, claims for safety and sustainability, and age-based values play important roles.