The Italian Consumers’ Preferences for Pasta: does Environment Matter?

Demand for food in developed countries is nowadays moving towards increasing contents of quality requisites. A large part of consumers lives in cities and demand for tasty and healthy food but pays also attention to environmental concerns and cultural references, to express their own lifestyles and ethical values. Agriculture can therefore increase income and employment through the supply of a wide range of valuable goods and services related with the countryside and the environment. As an effect of climate and environmental conditions, pasta made by Sicilian durum wheat, can be considered safer and healthier than standard pasta (alias common pasta) manufactured by major producing companies. Healthy diet can therefore be considered as an ecosystem service. The goal of this survey is to offer some interesting elements of valuation about the influence of quality requisites, related to the territory, on consumers’ preferences for pasta. For the study, focus group and the AGIL methodology were applied. Consumer preferences revealed a high interest with regards to healthy food coming from specific environmental conditions. The communication of information contents regarding origin, tradition and healthy requisites of Sicilian pasta, leads consumers to express a higher preference towards this features, compared to those of common pasta.