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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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