Abstract

In this time of economic crisis, have developed new ways to consume that have been consolidated and seem to have created a real change of direction. The crisis has become a learning opportunity. The proposed work aims at presenting new strategies for food consumption used by the consumer to tackle the crisis. The hypothesis is that in consumer behavior that aim to reduce spending remains the main theme of the search for well-being, as compensation to these new choices. The research analyzed how consumers motivate these spending reductions (32 semi-structured interviews). The results show the well-being, such as the push and motivation of the subject to consume less and better motivazione. The consumer activates, in fact, micro strategies that attempt to safeguard the well-being of the individual and the family.