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.

The literature on food economics has extensively analyzed consumer preferences for extra-virgin olive oil attributes. In order to summarize and systematize the information gained in recent years, it seems appropriate to make a critique of the existing literature. First, we carry out a narrative systematic review of the literature on the topic. Subsequently, using only the empirical contributions which provide estimates of consumer willingness to pay for quality attributes including a measure of the goodness of the estimation (20 papers with 78 estimates), a meta-analysis was conducted to synthesize the empirical results obtained.

The presence of some healthy phytochemicals in food can be paired with high bitterness, and consumers have a widespread avoidance toward bitter-tasting food. This causes a gap between preferences and healthy needs of consumers. Therefore, this review collected insights from literature belonging to different discipline domains in order to have a broad view of the current state-of-the-art about biochemical aspects and consumers’ perceptions and preferences toward foods with an enhanced bitter taste. In detail, we focused on two core products of the Mediterranean diet: Extra-virgin olive oil (EVOO) and Brassicaceae, both characterized by specific phytochemicals having strong healthy properties and bitter-pungent taste. Results suggested that, although bitter taste is a general driver of dislike, some exceptions can be represented by: niches of consumers (e.g., innovators and organic buyers), foods consumed with specific purposes (e.g., coffee, chocolate, and alcoholic beverages). The level of bitterness perceived by the consumers can be modulated through exposure, information on benefits, and elements within the environment (e.g., music). Thus, these insights can be used to develop specific campaigns aimed at promoting bitter (healthy) food, considering also the key role that could be played by food pairings.