I comportamenti di consumo di fronte ai rischi alimentari: tra ansia e rimozione. Il caso della mozzarella di bufala campana

Maura Franchi, Cristina Ziliani and Alberto Gualtieri

Micro & Macro Marketing, 2009, issue 2, 219-242

Abstract: The paper focuses on consumer behaviour in front of emerging food risk factors. At the centre of the analysis is the relationship between food safety and consumption of a typical local cheese (mozzarella) following news of the "rubbish emergency" in the province of Naples, reported by newspapers during the 2007-2008 winter. The paper is organised as follows: - First, we try to analyse: a) sales trends for mozzarella cheese during the October 2007-April 2008 period; b) changes in consumption patterns for mozzarella cheese (substitution, temporary or permanent abandonment). - The second part of the paper aims to verifying: a) the relationship between food safety and consumption of mozzarella; b) reasons supporting both stopping the consumption of mozzarella and maintaining previous habits.

Keywords: marketing; consumer behaviour; food risks; loyalty cards; mozzarella cheese (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:mul:jyf1hn:doi:10.1431/30148:y:2009:i:2:p:219-242

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