When knowledge is not enough: understanding the barriers to sustainable food choices in Italy.

The actual food system negatively impacts human health and the environment. To promote sustainable food consumption, a cross-sectional survey of 815 Italian adults, representative for age, gender, and geographical areas, explored consumer perceptions and purchasing barriers. Correspondence and cluster analysis were applied. Most respondents identified sustainable foods as having low environmental impact (88.6%), being healthy (81.3%), and locally sourced (81.2%). However, high prices and unclear labelling emerged as key obstacles. The cluster analysis identified four consumer groups. Notably, even the group aware of sustainability issues (Aware consumers with barriers - Cluster 2) still struggled to make sustainable choices due to persistent obstacles. Conversely, a small segment (Ditched consumers - Cluster 1), despite high socio-economic and educational status, showed no interest in sustainability. These results highlight the complex nature of barriers to sustainable consumption, shaped by diverse sociodemographic factors. Tailored strategies are needed to overcome these obstacles and support more sustainable consumer behavior.