The Theory of Planned Behaviour and Food Choices: The Case of Sustainable pre-packed Salad

The demand for sustainable food products is in continuous growth. There are many different instruments that can be used in order to signal to consumers environmentally-friendly characteristics of food products, among which product labelling. Organic certification is probably the most well-known. Many studies have investigated consumer preferences towards organic products (Andersen, 2011; Bravo et al., 2013; Breustedt et al., 2011; Falguera et al., 2012; Gil et al., 2000; Gracia and De Magistris, 2008; Meike and Ulrich, 2014; Krystallis et al., 2006; Lee Wan-Chen et al., 2013). Despite the relevance of this aspect, other crucial labelled product attributes related to the sustainability have not yet been widely investigated (Bazoche et al., 2014; Govindasamy and Italia, 1998; Magnusson and Cranfiled, 2005; Yigezu et al., 2013). The paper aims at understanding the main factors affecting consumer purchase of products that report environmentally-friendly labelled features. The analysis refers to minimally processed pre-packed salad with environmental-friendly labelled characteristics related to integrated pest management. The Theory of Planned Behaviour (TPB) (Ajzen, 1985) represents the conceptual framework of this analysis. Purchases of such products show a steady upward trend in Italy (Freshfel, 2015). Most of the research about the food category of minimally processed vegetables focuses on microbiological quality, safety, processing and packaging issues (Fusi et al., 2016) . The analysis on the determinants affecting consumers preferences towards environmental characteristics of such products are still underdeveloped (Sillani and Nassivera, 2015). The paper is organized as follow. The next section will introduce the conceptual framework. Afterword, the methodology is presented. Results and some preliminary final remarks are placed at the end