Exploring sustainable food purchasing behaviour using Italian scanner data

Abstract

Due to the growing consumers’ interest in “environmentally-friendly” products, in this paper we provide an exploration of the scanner data over the Italian provinces in term of share of organic products assortments and turnover share and how territorial distribution can reflect consumers’ actual purchases (or observed behaviours) in assessing price premiums for organic products. To this aim, we estimated hedonic pricing models to evaluate the organic price premium for the 103 Italian provinces of selected food aggregates according to homogeneous market classification and by considering both branded and private label products.