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Article

Organic Food Consumption in Italy: The Role of Subjective Relevance of Food as Mediator between Organic Food Choice Motivation and Frequency of Organic Food Consumption

1
Faculty of Agricultural, Food and Environmental Sciences, Catholic University of the Sacred Heart, 26100 Cremona, Italy
2
EngageMinds-HUB, Consumer and Health Engagement Research Center, 20123 Milano, Italy
3
Faculty of Psychology, Catholic University of the Sacred Heart, 20123 Milano, Italy
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(13), 5367; https://0-doi-org.brum.beds.ac.uk/10.3390/su12135367
Received: 5 June 2020 / Revised: 27 June 2020 / Accepted: 1 July 2020 / Published: 2 July 2020
(This article belongs to the Special Issue New Patterns in Consumer Behavior)
Nowadays, the problems that afflict our planet (climate change, loss of biodiversity, etc.) are leading to the implementation of a more sustainable type of consumption. Increasing the consumption of organic products is a way to face and try to solve these problems. In order to reach this aim, it is important to understand how consumers’ subjective relevance of these products impacts on their consumption. The recent literature, in fact, highlighted how food consumption is salient for the individual to express their identity and life orientations, even more in the case of organic food consumption. Nonetheless, little is known about how subjective relevance of food affects organic food consumption. The present research aims to measure the role of subjective relevance in organic food consumption. Data were collected with a self-report questionnaire that was filled out by a sample of 964 Italians, representative of the population. We used structural equation modelling (SEM) and the bootstrap technique to test the hypothesis. The results show that subjective food relevance is a mediator between the motivations of organic food consumption and the frequency of consumption of it. This research points out the necessity to study consumers in a wider way, using communication that emphasizes the role that these products have in satisfying the psychological needs of consumers. View Full-Text
Keywords: subjective relevance; consumption motive; frequency consumption; organic food subjective relevance; consumption motive; frequency consumption; organic food
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MDPI and ACS Style

Castellini, G.; Savarese, M.; Castiglioni, C.; Graffigna, G. Organic Food Consumption in Italy: The Role of Subjective Relevance of Food as Mediator between Organic Food Choice Motivation and Frequency of Organic Food Consumption. Sustainability 2020, 12, 5367. https://0-doi-org.brum.beds.ac.uk/10.3390/su12135367

AMA Style

Castellini G, Savarese M, Castiglioni C, Graffigna G. Organic Food Consumption in Italy: The Role of Subjective Relevance of Food as Mediator between Organic Food Choice Motivation and Frequency of Organic Food Consumption. Sustainability. 2020; 12(13):5367. https://0-doi-org.brum.beds.ac.uk/10.3390/su12135367

Chicago/Turabian Style

Castellini, Greta, Mariarosaria Savarese, Cinzia Castiglioni, and Guendalina Graffigna. 2020. "Organic Food Consumption in Italy: The Role of Subjective Relevance of Food as Mediator between Organic Food Choice Motivation and Frequency of Organic Food Consumption" Sustainability 12, no. 13: 5367. https://0-doi-org.brum.beds.ac.uk/10.3390/su12135367

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