Better Words for Enhance Health and Welfare Sustainability of Food Models

Abstract The purpose of this paper is to propose a reflection about specific tools of communication feasible to succeed in improving sustainability of feeding in a health dimension. Recognizing that consumption choices, especially regarding food, are determined by factors different from price and income, incorporating ideas both from behavioral economics, food marketing and psychology, we would try to give a first reflection about the possibility for an adequate use of 'terms' in communication to influence consumer food choices and improve diet and health. In food markets, research has abundantly focused on analysis of consumers' perception of technical parameters, but also on links between psycho-sociological ones and emotions associated to specific foods. Less has been done, however, about opportunities deriving from interlinks between terminology and food consumption behavior. Expressing with a question:'is it possible to modify food perception and in general, food styles, through the strategy of acting on words, food names, definitions, in order to address nutrition on a health and welfare sustainability path'? From a methodological point of view, work has been done through the tool of experimental choice. This paper, then, will offer a first review of related literature and propose a reflection on the possibility of considering bettering the 'words' used in communication (scientific, marketing, medical, institutional) as a tool to improve health and welfare sustainability of nutrition styles