Organic Consumers’ Preferences for Dried Pasta Made with Ancient Wheat Varieties

Dried pasta is one of the most traditional Italian foods, and in Italy the per capita pasta consumption is the highest worldwide. Recently, changes in lifestyles and new trends for high-quality and sustainable food products influenced the traditional consumption of this staple food. This study uses focus groups and adaptive conjoint analysis to investigate organic pasta consumers’ knowledge, attitudes and preferences, with particular interest towards “ancient” durum wheat varieties. The findings showed limited knowledge about dried pasta and ancient grains. The most relevant claims for ancient grain pasta were also identified. The results indicated the relevance of extrinsic and intrinsic cues affecting consumers’ choices and preferences. Finally, the findings may contribute to helping organic pasta companies penetrate the market and make their products more appealing to consumers.