Majority of Italians Express Worries Over Food Waste, as Shown by 9 out of 10 Respondents
In a significant shift towards sustainability, two-thirds of Italians are more inclined towards sustainable practices in their daily lives, according to a study conducted by EngageMinds Hub, a research center in consumer psychology and health at the Catholic University of Cremona.
The study, which spanned various fields including food and energy, reveals that Italians are increasingly adopting sustainable behaviors. For instance, seven out of ten Italians declare that they adopt sustainable behaviors in food. Specifically, limiting food waste is a consolidated behavior for 89% of the sample, while buying seasonal products is a practice followed by 80%.
The study also highlights the inclination of Italians towards sustainability in their food production. One of the main sustainable food production behaviors adopted by Italians is sourcing 100% Italian durum wheat and flour from controlled, sustainable supply chains. This approach, as demonstrated by the Colussi Group's agreement with local farmers adhering to sustainable cultivation protocols, minimizes ecological impact and supports sustainable farming practices.
Another significant trend is the expansion of organic farming. Italy currently has 18.7% of agricultural land under organic farming, totaling 2.3 million hectares and supported by over 92,000 active companies. This contributes to reduced greenhouse gas emissions and environmental footprint in agriculture.
Innovations in olive oil production are also focusing on climate resilience, precision agriculture to optimize input use, and collaborative efforts to aggregate production for efficiency despite small farm sizes. Utilizing marginal/neglected lands for bio-based crops like safflower, which do not affect food production, is another sustainable practice gaining traction. Projects such as RUNFASTER4EU cultivate such crops to provide raw materials for eco-friendly products, restoring soil health and biodiversity while supporting circular bioeconomy goals.
The study indicates a shift towards sustainability in the behaviors of two-thirds of Italians, a trend influenced by several factors. Consumer demand for quality and sustainability plays a significant role, with nearly six out of ten Italians identifying as ethical and sustainable consumers. This consumer preference drives businesses towards sustainable practices, as a large majority are willing to pay more for high-quality animal-based (89%) and plant-based (87%) products.
Environmental regulations and policies also contribute to this shift. Italy's commitments under the EU Green Deal and Fit for 55 Plan demand significant reductions in agricultural emissions, pushing deep transformations involving innovation, governance, and territorial strategies. Collaboration among stakeholders, such as between producers, government ministries, research institutions, and industry groups, is another key factor. These collaborations aim to address challenges posed by climate change, optimize resource use, and enhance resilience and competitiveness.
Guendalina Graffigna, director of EngageMinds Hub, describes the study as a snapshot of the "good potential" society in terms of sustainability. She goes on to say that Italians are "definitely more disposed towards sustainability." This shift towards sustainability in food production behaviors among Italians offers a promising outlook for a more environmentally friendly future.
- More than half of Italians identify as ethical and sustainable consumers, driving businesses to adopt sustainable practices in their workplace-wellness.
- Sustainable behaviors in the food sector, such as limiting food waste and buying seasonal products, are widespread among seven out of ten Italians.
- Innovations in Italian agriculture are focusing on sustainable farming practices, like the cultivation of bio-based crops on marginal lands and collaborative efforts towards precision agriculture.
- The Italian government is also playing a role in promoting sustainability, with commitments under the EU Green Deal and Fit for 55 Plan aiming for significant reductions in agricultural emissions.
- Italians are adopting sustainable food production behaviors, such as sourcing 100% Italian durum wheat and flour from controlled, sustainable supply chains.
- Sustainable practices in nutrition are expanding, with projects like RUNFASTER4EU cultivating safflower on marginal lands to provide raw materials for eco-friendly products.
- The study suggests that sustainable living extends beyond food, with Italians showing an inclination towards sustainability in their home-and-garden practices, as well as their cooking and food-and-drink choices, contributing to a overall environmental-science lifestyle.
