CONVEGNO “ITALIAN FOOD FOR LIFE” FIERA DI PARMA, 8 MAGGIO 2008

CONVEGNO ITALIAN FOOD FOR LIFEFIERA DI PARMA, 8 MAGGIO 2008 FEDERALIMENTAREServizi S.r.l.

FOOD AND CONSUMER PILLAR COORDINATOR:ROBERTO CIATI BARILLA G.&R.

FOOD AND CONSUMER

Pillar Coordinator Roberto Ciati - Barilla

Working group Valeria del Balzo Universit La Sapienza Maria Grazia DEgidio - CRA Roberto Fanfani UniBo Mario Mazzocchi UniBoDaniele Moro Universit Cattolica di PiacenzaSebastiano Porretta SSICAMarisa Porrini UniMiAnna Saba - INRANParma, 8 maggio 2008

FOOD AND CONSUMER OBIETTIVI GENERALI

Following the structure of the European document, research within the area Food & Consumer answers to two types of challenges:

1. (Horizontal) Strengthening the fundamental understanding of food consumer behaviour; 2. (Specific) Answering to the specific tasks within the other pillars of the Food for Life.

According to this structure, researchers in the Food & Consumer area are called to answer to a double set of activities: (a) Methodological, i.e. improving data, methods, models and practices in consumer research and consumer education; (b) Applied, i.e. providing a significant contribution to research within the other pillars.

Parma, 8 maggio 2008

GOAL 1. MEASURING CONSUMER BEHAVIOUR IN RELATION TO FOOD.

GOAL 2. UNDERSTANDING CONSUMER BEHAVIOUR IN RELATION TO HEALTH & NUTRITION, FOOD QUALITY & MANUFACTURING, FOOD SAFETY, SUSTAINABLE FOOD PRODUCTION

GOAL 3. DEVELOPING COMPREHENSIVE MODELS OF CONSUMER FOOD PROCESSES.

GOAL 4. DEVELOPING STRATEGIES TO INDUCE BEHAVIOURAL CHANGE IN ORDER TO IMPROVE CONSUMER FOOD CHOICE.

GOAL 5. PROMOTING REAL INTERACTION WITH CONSUMER GROUPS DIRECTLY THROUGH COMMUNICATION AND PUBLIC PARTECIPATIONParma, 8 maggio 2008

FOOD AND CONSUMER VISIONE COMPLESSIVA

GOAL 1. MEASURING CONSUMER BEHAVIOUR IN RELATION TO FOOD. ChallengesTo understand how to improve measurement approaches, in terms of their validity and accuraten, and their application in order to evaluate italian consumer behavior

Deliverables Map of Italian food cultures, lifestyle and dietary habitsusing large-scale purchase and consumption data, integrated with information about values, beliefs, personality and behaviour, including in-household behaviour

Parma, 8 maggio 2008

GOAL 2. UNDERSTANDING CONSUMER BEHAVIOUR IN RELATION TO HEALTH & NUTRITION, FOOD QUALITY & MANUFACTURING, FOOD SAFETY, SUSTAINABLE FOOD PRODUCTIONChallengesA- Understanding consumer knowledge of nutritional concepts and responsiveness to communication formats B- Understanding factors influencing food choice and habits of specific population groups C- Assessing consumer reaction to conflicting information on health issues and the relative effectiveness (experts vs. mass-media)Deliverables 1 - Assessment of consumer understanding 2- Assessment of the impact of alternative nutrition and health interventions on consumer attitudes, preferences and behaviours( with an economic assessment of costs and benefits for the consumers and for the food industry)3-Individual factors involved in food selection and food choices and habits.Parma, 8 maggio 2008

GOAL 2. UNDERSTANDING CONSUMER BEHAVIOUR IN RELATION TO HEALTH & NUTRITION, FOOD QUALITY & MANUFACTURING, FOOD SAFETY, SUSTAINABLE FOOD PRODUCTION.Challenges

Parma, 8 maggio 2008

ABCDEHealth & NutritionUnderstanding consumer knowledge of nutritional concepts Understanding factors influencing food choice and habits of specific population groups Assessing consumer reaction information on health issues Food Quality & ManufactA better understanding of how consumers react to different product qualities & healthProcedures defining both language and analysis of the results of consumers Identifying and quantifying consumer trust and confidence in the food provision system Food SafetyUnderstanding consumers' risk perception of products and lifestyles Developing effective consumer communication strategies and messages on risk Estimating consumer willingness to pay for safer foods Sustainable Food ProductionAnalysis and monitoring of the sustainability of emerging lifestyles trends Understanding how consumers are prepared to pay for food products produced in a sustainable manner Understanding consumer expectations, attitudes and responsiveness to sustainable products, production systems and corporate social responsibility;Developing appropriate materials for educating and informing stakeholders about sustainable food production; Understanding the limitations in accessing sustainable food and the diverse barriers caused by diverse food related behaviours

GOAL 2. UNDERSTANDING CONSUMER BEHAVIOUR IN RELATION TO HEALTH & NUTRITION, FOOD QUALITY & MANUFACTURING, FOOD SAFETY, SUSTAINABLE FOOD PRODUCTION.DeliverablesParma, 8 maggio 2008

GOAL 3. DEVELOPING COMPREHENSIVE MODELS OF CONSUMER FOOD PROCESSESChallengesModelling the relative weight of and the interactions between the many factors that influence food choice and behaviour in relation to lifestyles and a variety of food-related factors (e.g. health, quality, safety andsustainability), taking into account the time/agedimension.Deliverables A multidisciplinary (and cross-cultural) model analysis of consumer behaviour of specific sub-populations (children, elderly, immigrants) taking into account lifestyle and societal determinants and the modifications over time.Parma, 8 maggio 2008

GOAL 4. DEVELOPING STRATEGIES TO INDUCE BEHAVIOURAL CHANGE IN ORDER TO IMPROVE CONSUMER FOOD CHOICE.

ChallengesTrigger vs. hamper change, particularly in relation to risky eating behaviour. In this context the role of culture,tradition and information in determining dietary choices should be investigated, with cultural marketing as a potential tool for promoting healthier diets.Deliverables 1-Intervention strategies (including research supporting education and communication policies) for inducing long-term behavioural change towards better dietary habits.2-Creating new and validated ways to communicate safety issues to consumers and developing better consumer perception on the value of improved safety levels (e.g. ingredients, production processes, etc.)Parma, 8 maggio 2008

GOAL 5. PROMOTING REAL INTERACTION WITH CONSUMER GROUPS DIRECTLY THROUGH COMMUNICATION AND PUBLIC PARTECIPATION.

ChallengesDevelopping effective tools for public participation in food and nutrition issues allowing for optimalinformation and maximum transparency and consumerconfidence in the food industry. Deliverables A set of validated methods, models, practices and toolsfor effective consumer information and educationregarding food and nutrition, with a special emphasis towards strengthening and rebuilding consumer trust.

Parma, 8 maggio 2008

GRAZIE PER LATTENZIONE

http://www.federalimentare.it/ Attivita/ETP-Italia/ETP-FoodForLife-Italia.asp

Parma, 8 maggio 2008