Antonella Cammarelle

To address climate change, reducing food loss along the production and supply chain is a global priority. Addressing this challenge requires a shift in agrifood systems toward greater sustainability, in which new technologies and novel foods appear as promising strategies. Among emerging novel foods, 3D-printed foods are an interesting new food technology for food loss reduction, resource optimization, and by-product valorization. However, to reach market success, it needs consumer acceptance, a topic far unexplored, particularly in the Italian context. To fill the literature gap, this article investigates Italian consumers’ intention toward 3D-printed savory snacks using an extended Theory of Planned Behavior, based upon the relevant literature. Survey data were collected, and partial least squares structural equation modeling was performed to test research hypotheses. Results show that attitude and subjective norms are the strongest predictors of purchase intention. In addition, perceived usefulness is shown to be a powerful construct, positively impacting attitude and subjective norms, while self-identity as a green consumer reinforces perceptions of the benefits of 3D-printed foods. Sensory appeal impacts consumer attitude. These insights have practical policy and micro-level applications, suggesting tailored strategies, educational campaigns, and supportive policies and marketing campaigns for fostering acceptance of 3D printing in the agrifood sector.

Purpose: The European agri-food supply chain increasingly faces unethical labour practices, a notably pronounced challenge in the Italian tomato sector. In response to this issue and to enhance workers’ well-being, third-party certifications like the No Cap label have been introduced to the market. Understanding consumers’ behaviour toward No Cap labelled products can support acceptance and contribute to reducing unethical labour practices. Design/methodology/approach: The current study explores the role of antecedents of consumers’ willingness to buy (WTB) tomato products with the No Cap label, including consumer level of consciousness about social sustainability, trust in the label (i.e., the No Cap label), consumer innovativeness, and environmental concern. The research employs a convenience sample of approximately 600 Italian tomato product consumers and a structural equation model for analysing the data. Findings: The empirical findings showed that consciousness about social sustainability, trust in the No Cap label, consumer innovativeness, and environmental concern were correlated positively to a different extent with WTB tomato products with the No Cap label. Trust in the label showed the strongest association with consumers’ purchase intentions. Originality/value: This research enhances the existing knowledge on consumer acceptance of social sustainability-labelled foodstuffs sourced from developed countries. It provides insights into the factors driving consumers’ WTB these products, an area that has received limited attention in academic research to date.

Introduction: Price competition in the tomato market may lead Italian processing companies to adopt product differentiation strategies to attract consumers and raise revenues. Exploring consumers’ preferences for processed tomato products’ attributes can support companies in implementing product differentiation strategies and succeed in the market.Methods: This study used a convenience sample of 602 Italian consumers to identify consumers’ preferences for processed tomato products’ attributes selected through a literature review and tested by the Best Worst Scaling (BWS) method. Also, a two-step cluster analysis was used to identify and size consumer groups with common preferences for tested product’s attributes.Results: Overall, our results showed that Italian consumers of processed tomato products strongly preferred attributes such as Country of origin, Organic, and Social and economic sustainability labels. In addition, the analysis shows the existence of three distinct consumer segments such as “traditional,” “price-sensitive,” and “sustainable” consumers. The largest one was price-sensitive consumers followed by sustainable and traditional ones.Discussion: Our findings have practical implications for producers and policymakers. Producers may use claims about the product’s origin jointly with an organic production logo and ethical label to differentiate their products and raise revenues. Likewise, policymakers should enhance monitoring and control measures to ensure with environmental, social, and economic sustainable standards compliance. This will support building consumer trust for those credence attributes. Overall, this study adds valuable insights to the existing literature on consumer preferences for processed tomato products, providing results with high external validity using a large convenience sample.

The dairy industry generates large volumes of liquid waste that can be used to produce biopolymers, potentially employable for the creation of milk biodegradable bottles. In that regard, this paper aims to explore the consumers’ intention to purchase sustainable packages, as well as to assess the willingness to pay for it considering renewable packages made using organic waste feedstocks from the dairy industry (e.g., whey) and plant-based material (e.g., corn, sugarcane, etc.). To reach the stated objectives, we collected individual-level information (e.g., age, gender, education, income) from a convenient sample of 260 Italian consumers and a modified version of the Theory of Planned Behavior estimated using a structural equation model. Findings show that attitudes and perceived behavioral control are the most important drivers of the consumers’ intention to purchase sustainable packages. Finally, statistics show that respondents slightly prefer to purchase products packaged using plant-based biodegradable material, as well as most of the respondents show a low willingness to pay for milk offered in biodegradable packaging, regardless of the raw material used. Then, policymakers and companies should invest in educational/informational campaigns pointing out the beneficial effects on the environment from the purchase of foods in sustainable packaging. This may potentially increase the consumers’ intention to purchase, as well as their willingness to pay for plant-based and dairy whey-based packages by increasing the sustainability of the dairy supply chain.

Innovations in food packaging, such as active and intelligent ones, improve food safety and lower household food waste by extending product shelf life and providing information about food quality, respectively. The consumer adoption of such innovations could contribute to reaching one of the Sustainable Development Goals which calls for halving the per capita global food waste by 2030. Thus, this paper aims to investigate the consumers’ willingness to purchase active and intelligent packaging to reduce household food waste using a sample of 260 Italian consumers and a modified Theory of Planned Behavior (TPB) model. Using a structural equation model, findings show that respondents are more willing to purchase intelligent packaging rather than active packaging to reduce their wastes at home. Finally, attitudes, perceived behavioral control, awareness, and planning routines are the most important drivers of the intention to reduce household food waste.

The target 12.3 of the 2030 Agenda by the United Nations (UN) calls for halving per capita global food loss and waste. In this regard, the Food & Drink industry (F&D) could play a crucial role in reducing food waste and improving food safety by adopting healthy and eco-innovation packaging. Thus, this paper aims to investigate the F&D manufacturers’ willingness to invest in packaging innovations, such as active, intelligent, and compostable ones to achieve the UN target. In order to reach the stated objective, a multiple case study methodology was developed and administered to a sample of Italian micro and small-medium entrepreneurs located in the Apulia region. Results show that many firms were aware of their need for packaging innovation and of the available technological opportunity. However, only the F&D manufacturers who showed a Real demand, according to a taxonomy approach which also considers the Potential and Latent demand for the innovation, were effectively prompt to invest. Finally, most of the interviewed manufacturers were willing to invest in at least one packaging innovation, choosing mainly between the active packaging and the compostable one.