Pasta Catia, Russo Vincenzo, Bilucaglia Marco, Licitra Giuseppe, Mangione Guido, Micheletto Valeria, Rossi Federica, Zito Margherita
Consorzio per La Ricerca Nel Settore Della Filiera Lattiero-Casearia e dell'Agroalimentare (CoRFiLaC), 97100 Ragusa, Italy.
Department of Business, Law, Economics and Consumer Behaviour "Carlo A. Ricciardi", Università IULM, 20143 Milan, Italy.
Foods. 2023 Jul 20;12(14):2754. doi: 10.3390/foods12142754.
Traditional food products (TFPs) represent a defining part of one's culture, identity, and heritage with crucial economic, cultural, and environmental benefits in society. Younger generations have a positive idea of TFPs, even if this does not lead to actual purchase, possibly due to the fact that they are often perceived to not meet safety criteria. This study focuses on product communication (CP) and packaging referring to the territory (PT) and to sustainability (SP) in order to verify if these have a direct or mediated impact on perceived product safety (PPS). A structural equation model was conducted on a sample of 1079 young Italian cheese consumers. The results allowed us to confirm the hypothesized impact of CP on PPS through the mediation of PT and, particularly, SP. SP has a crucial communicative role in the model, demonstrating the ability to enhance the perception of the safety of TFPs. This research adds to the knowledge in the field of TFPs, focusing on communication and sustainable packaging as crucial factors conveying healthiness, nutritiousness, and perceived safety, consequently leading to a greater diffusion of the products themselves in the market.
传统食品（TFPs）是一个人文化、身份和遗产的重要组成部分，在社会中具有关键的经济、文化和环境效益。年轻一代对传统食品有积极的看法，即使这并不导致实际购买，这可能是因为他们通常认为传统食品不符合安全标准。本研究聚焦于产品沟通（CP）以及与产地（PT）和可持续性（SP）相关的包装，以验证这些因素是否对感知产品安全性（PPS）有直接或间接影响。对1079名年轻的意大利奶酪消费者样本进行了结构方程模型分析。结果使我们能够确认，通过产地尤其是可持续性的中介作用，产品沟通对感知产品安全性有假设中的影响。在该模型中，可持续性具有关键的沟通作用，表明其有能力增强对传统食品安全性的认知。本研究补充了传统食品领域的知识，将沟通和可持续包装作为传达健康、营养和感知安全性的关键因素，从而促使这些产品在市场上得到更广泛的传播。
