Italian Consumers’ Awareness of Climate Change and Willingness to Pay for Climate-Smart Food Products

Abstract

Understanding climate change awareness and its related risks is crucial to plan efficient climate-smart strategies. An online survey was conducted on Italian consumers with the aim to understand consumers’ inclination toward food products obtained with climate-smart strategies. Specifically, consumers’ awareness about climate change and willingness to choose and pay for products derived from climate-smart agriculture were investigated. Results highlighted two targeted consumers, one more interested in economic issues and more “conservative” and the second one more concerned with climate changes risks with a higher interest in environmental and ethical values (fair trade), representing the primary target consumers for climate-smart foods. This segmentation can be useful to identify expectations and purchase drivers that can facilitate climate-smart policies and the establishment of the climate-smart foods on the market.