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Purpose -The purpose of this paper is to examine the usefulness of integrating measures of motivations in predicting purchase intentions of fresh cut products. In order to gain this purpose the authors developed a field study that involved about 425 consumers of fresh cut vegetables products. Design/methodology/approach -Questionnaire data were gathered in Italy on a Likert scale. Questions focussed on intentions to purchase fresh cut lamb's lettuce from environmental sustainable farms, simulating a fresh cut product with an Eco-label. Data were analyzed using structural equation modeling (SEM). The SEM technique is used to develop propositions representing a theoretical approach in the context of the process for purchasing fresh cut products. With regard to distinguishing between the motives, the authors referred to the approach that sets out two different types of motive: health and green. Findings -The resulting managerial implications make it possible to assess how much the different types of motive influence the attitude and affect the choices and the behavior of the consumers. Originality/value -This implies important managerial implications for new marketing strategies for minimally processed food products, with the opportunity to take advantage of the potential adoption of an Eco-label.

Purpose Every year 1.3bn tonnes of food are lost or wasted in production, manufacture, distribution and at household level. Consumers are the biggest contributors to the total volume of food waste generated over the world. The purpose of this paper is to analyze the factors affecting consumer’s food waste behavior at household level, providing more insights to existing literature, basing on a hypothesized model. Design/methodology/approach Data collection was carried from May 2016 to March 2017, by means of a face-to-face structured questionnaire distributed among 580 Italian consumers, with seven constructs. Data analysis included two main steps: exploratory factor analysis and structural equation model (SEM) implemented by means of STATA 14. Findings Results show that price consciousness, environmental concern and time management influence the attitude that in turn affect the behavior toward food waste minimization. These findings provide basic guidelines for developing policies and campaigns aimed to decrease food waste. Research limitations/implications This study point out the importance of the food waste behavioral determinants analysis at household level in Italy. Therefore, the research will include other constructs and further studies can be conducted in European countries to produce spatial SEM. Practical implications Waste prevention approaches should concentrate interests on avoiding losses, and releasing of information, best practices and education of consumers as well as strengthening the donation to social services. Social implications The present findings may be used by decision makers, municipality, stakeholders, involved in food waste reduction policies. Moreover, social marketing campaigns can advantage by these results, in order to avoid food-related habits in consumers’ everyday lives not respecting the issues of the food waste. In addition, this study is addressed to academics and scholars that are already working on the role of consumer’s behavior and its implication on food waste reduction. Originality/value Food waste in Italy has been analyzed by several authors, yet not involving national samples, using different methodologies and aiming at analyze different aspects. The present study aims at analyzing main determinants affecting food waste behavior at household level: providing more insights to existing literature.

Summary Phenol and fibre‐rich flour obtained by air‐drying and grinding of lettuce waste was partially substituted (26, 53, 170 and 575 g kg−1) to wheat flour to produce functional bread. The addition of flour progressively decreased dough leavening capacity while increased bread moisture and firmness. Lettuce waste flour significantly increased the polyphenolic content (up to 3.4 g GAE kg−1) of bread samples and enhanced their antioxidant activity by 200%. Bread containing 170 and 575 g kg−1 of lettuce waste flour presented sensory properties and consumer acceptability comparable to those of commercial wholemeal bread with similar rye bran content. Bread containing at least 170 g kg−1 of lettuce waste flour could be associated to nutritional claims related to its enhanced fibre content (>30 g kg−1). Data obtained by conjoint analysis demonstrate the possibility of increasing consumer preference for lettuce waste flour bread by proper nutritional (fibre content) and sustainability (lettuce waste valorisation) claims.

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Around one third of the globally produced food is annually discarded worldwide This amount 10 would be able to satisfy ten times the need of undernourished people. If nothing is done, the mass of 11 discarded food could further rise, compromising the right to food of future generations. 12 Almost all food discards are nowadays disposed of or used for energy recovery. Strategies for 13 recovery of value-added compounds have also been proposed. However, more sustainable options 14 are available. In this context, food science skills are required to develop novel approaches that could 15 allow both reducing disposal of discards and preventing their generation. Effective technological 16 strategies are expected to directly reduce food loss within the production chain but also to drive 17 consumer towards more sustainable choices and behaviours. 18This review paper summarises recent developments in possible technological and consumer 19 strategies to tackle food wasting. To this aim, after defining, classifying and quantifying food 20 discards, reasons and responsibilities of discard generation are analysed in the light of the current 21 regulatory efforts. Based on this survey, an overview of possible interventions is provided, 22 underlying their synergistic effects on waste reduction/prevention at industrial and domestic levels. 23

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This study aimed at verifying the presence of variations in the reactions of different types of audiences to certain communication tools for wine. Five samples of audiences were compared: wine professionals, organic produce specialists, wine tourists, and two samples of general tourists. The following bundle of attributes were considered: name of the grape; information on organic production methods; type of closure; QR code; landscape; advertising language. Diverse audience's preferences were measured by conjoint analysis. The results have shown a common sensitivity to certain attributes, and a different or contrary sensitivity to others. In particular, all samples have demonstrated that: 1) certified organic wines communicated in standard wine-market style have the potential of becoming market leaders; 2) photographs facilitate the acceptance of technologically-advanced closures; 3) the presence of the QR code in printed advertisements increases the expected value of the product; 4)a landscape characterised by holistic “garden viticulture” increases preferences. Textual language was more effective with professionals, while photographic language was more effective with tourists. Supplementary information on the organic production methods, in addition to the mandatory labelling requirements, increased the preferences of professionals and wine tourists, and was counterproductive with the general tourists. © 2017 UniCeSV, University of Florenc