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Article

Price Fairness of Processed Tomato Agro-Food Chain: The Italian Consumers’ Perception Perspective

1
Department of Agricultural and Food Sciences, University of Bologna, Viale Fanin 50, 40137 Bologna, Italy
2
Faculty of Science and Technology, Free University of Bozen-Bolzano, Piazza Università, 1, 39100 Bolzano, Italy
*
Author to whom correspondence should be addressed.
Academic Editor: Cristina Calvo-Porral
Foods 2021, 10(5), 984; https://doi.org/10.3390/foods10050984
Received: 31 March 2021 / Revised: 27 April 2021 / Accepted: 28 April 2021 / Published: 30 April 2021
(This article belongs to the Special Issue Consumer Behavior and Food Choice)
Food consumers are increasingly searching for emotions and values when purchasing and consuming food. They search for products that ensure social and environmental sustainability, in addition to more common extrinsic product attributes, such as price, packaging, origin, and brand. In particular, there is increasing interest towards product price fairness. The current study aims at exploring consumers’ perception and understanding of price fairness, focusing on the processed tomato products agro-food chain. The study interviewed 832 people. Data were collected through an online questionnaire with the support of Qualtrics software, and data elaboration was carried out with Statistical Package for Social Science (SPSS). The elaboration includes an Exploratory Factor Analysis (EFA) to identify existing latent factors in the consumers’ perception of enabling agro-food system elements influencing farmers’ reception of fair prices. Then, factor mean values were cross-analysed with socio-economic characteristics and processed tomato consumption habits with Analysis of Variance (ANOVA). Results support the idea that consumers are limitedly aware of the processed tomato agro-food chain dynamics and consider farmers as the most unfairly remunerated partner. Women and frequently purchasing consumers of processed tomato products believe farmers should be treated more fairly. There is a difference between what consumers perceive as fair price distribution and actual price distribution among processed tomato chain actors. Further studies may focus on how fairness attribute impacts on consumer purchasing behaviour. View Full-Text
Keywords: tomato; price; fairness; consumer; agriculture; food; food chain; system dynamics tomato; price; fairness; consumer; agriculture; food; food chain; system dynamics
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MDPI and ACS Style

Samoggia, A.; Grillini, G.; Del Prete, M. Price Fairness of Processed Tomato Agro-Food Chain: The Italian Consumers’ Perception Perspective. Foods 2021, 10, 984. https://doi.org/10.3390/foods10050984

AMA Style

Samoggia A, Grillini G, Del Prete M. Price Fairness of Processed Tomato Agro-Food Chain: The Italian Consumers’ Perception Perspective. Foods. 2021; 10(5):984. https://doi.org/10.3390/foods10050984

Chicago/Turabian Style

Samoggia, Antonella, Giulia Grillini, and Margherita Del Prete. 2021. "Price Fairness of Processed Tomato Agro-Food Chain: The Italian Consumers’ Perception Perspective" Foods 10, no. 5: 984. https://doi.org/10.3390/foods10050984

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