Maura Franchi, Cristina Ziliani, Alberto Gualtieri

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

  • Abstract

Informations and abstract

Keywords: marketing, consumer behaviour, food risks, loyalty cards, mozzarella cheese

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.

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