Perceptions of Healthy Diets and Food Futures in Veneto, Northern Italy

This chapter investigates consumers’ perceptions of healthy and unhealthy food in Italy, focusing on the Northern Italian region of Veneto. The study aims to contribute to the growing literature on the importance of social factors, such as cultural constructs and traditions, in shaping consumers’ perceptions of healthy food. The results show that consumers in Veneto hold diverse and multifaceted perceptions of healthy food, with a strong interest in organic food and the Mediterranean diet. Although the small sample size limits the amplitude of the results, the study provides relevant consumer perspectives for policymakers, companies, and other stakeholders, promoting sustainable lifestyles and organic food in northern Italy. The study supports the expansion of healthy food options in Italy, particularly organic food, the Mediterranean diet, and non-processed foods, especially among younger Italian women of middle income. There are differences based on income levels and age; younger adults associate organic food with healthy food, while older adults prefer non-processed and vegetarian food. These findings are consistent with other research showing that older consumers are less attracted to organic products and more likely to prepare their meals at home. Respondents with higher incomes tend to view fast food as unhealthier than those with lower incomes. Furthermore, the results also indicate a growing concern with food insecurity related to the materiality and social accessibility of food. Accordingly, the authors recommend integrating food justice into public policies to promote healthy food consumption, particularly rising concerns about food prices.