Self-identity is considered as a useful additional predictor in the theory of planned behaviour (TPB).\ud However, previous research generally assessed the impact of pro-environmental self-identity in relation\ud to single behaviours and no studies considered its potential role in moderating the impact of other\ud predictors on behaviour. The present research used a within-persons approach to examine effects across\ud behaviours and a longitudinal design to assess the moderating role of self-identity in the prediction of\ud intentions and behaviours, controlling for past behaviour. Participants (N ¼ 240) completed Time 1\ud questionnaires measuring TPB constructs in relation to five different pro-environmental behaviours. Two\ud weeks later, participants (N ¼ 220) responded to a questionnaire assessing self-reports of these behaviours\ud during the intervening two-week period. Across pro-environmental behaviours the findings\ud showed that pro-environmental self-identity significantly moderated the impact of perceived behavioural\ud control on intentions and the effect of past behaviour on both intentions and behaviour

Natural labels are increasingly present in the market and appreciated by consumers, despite formal regulation still missing. Knowing the psychosocial factors that may predict natural food choice may be useful to understand what drives consumers to choose this category of food. We analyzed the antecedents of consumers’ intention to purchase natural food, testing a theoretical model that integrates the theory of planned behavior (TPB), the value-belief-norm (VBN) theory, and consumers’ trust in natural food. A sample of Italian participants (N = 1018) filled an online questionnaire assessing intention to buy natural food, TPB and VBN variables, and trust in the natural food supply chain. The model applied yielded results which confirmed the predictiveness of the tested integrated model. Attitude and perceived behavioral control were the strongest antecedents of intention, followed by trust and personal norm. Consumers’ intention to buy natural food was also associated with their evaluation of the consequences and possibilities related to the purchase behavior, as well as with their moral evaluation attributable to pro-environmental determinants.

The Covid-19 pandemic lead Italy to undertake a severe lockdown for almost two months. All of a sudden, the lives of Italians were forced to shift in accordance with the regulations issued by government. This change in the lives of Italians can be mirrored by an adjustment in food consumer behaviour that, consequently, brought about a transition in the whole supply chain. This paper gives an overview of the recent changes in consumption patterns that occurred due to the Italian lockdown, and how evolutions in behaviour are intertwined with the evolution of the main food supply chains. Many of the events here depicted are likely to last far beyond the crisis and affect the subsequent evolution of food consumption in Italy. The Italian retail supply chain successfully adapted to the big shift in consumption. Despite purchases for essential items having increased, no stockout harmed the food security of Italians. Out-of-home consumption moved inside houses giving space to home meal preparation and comfort food. Home delivery has been the most important element in this context, as it boomed during this period, helping laggard consumers fill the digital divide, as it was mostly mediated by e-commerce platforms and instant messaging. It was also the leverage that allowed small retailers and small producers regain their space. This crisis calls for a more sustainable food system that will be increasingly oriented to moving goods rather than people, which will also have relevance in the coming years.