Obesity Epidemic: The Role of Retailing Sector in Promoting Fruit and Vegetable Consumption

Proceedings of 6th International European Forum (Igls-Forum) on System Dynamics and Innovation in Food Networks, 13-17 febbraio, Innsbruck-Igls, Austria, ISSN: 2194-511X.

16 Pages Posted: 14 Nov 2012

See all articles by Linda Fioriti

Linda Fioriti

University of Perugia

Andrea Marchini

University of Perugia

Francesco Diotallevi

University of Perugia - Department of Economics and Food sciences

Rossella Pampanini

University of Perugia

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Date Written: February 13, 2012

Abstract

After a deep review of the main economic studies and applications about the emerging problem of obesity, this paper focuses on a particular aspect of the issue: the improvement of fruit and vegetable purchasing in retailing sector. First of all it has been analyzed the actual presence of strategies aimed at improving fruit and vegetable consumption in the main retailing companies operating in Italy. Then the study investigates the role of price in consumers’ purchasing choices. High price elasticity of F&V products could suggest the implementation of lower prices to consumers instead of implementing other policy interventions.

The methodology is based on qualitative and quantitative research methods. In particular, in depth interviews to retailing sector experts have been run to gather useful insights about retailers’ management of F&V department. Then quantitative analysis on IRI data about F&V consumption in Italy has been conducted to evaluate the influence of price on consumers’ attitude towards F&V. The results obtained provide meaningful insights to formulate marketing strategies and policy interventions.

Keywords: obesity, fruit and vegetables, retailing sector, consumer behaviour

JEL Classification: Q13

Suggested Citation

Fioriti, Linda and Marchini, Andrea and Diotallevi, Francesco and Pampanini, Rossella, Obesity Epidemic: The Role of Retailing Sector in Promoting Fruit and Vegetable Consumption (February 13, 2012). Proceedings of 6th International European Forum (Igls-Forum) on System Dynamics and Innovation in Food Networks, 13-17 febbraio, Innsbruck-Igls, Austria, ISSN: 2194-511X., Available at SSRN: https://ssrn.com/abstract=2175358

Linda Fioriti

University of Perugia ( email )

Via Pascoli 22
Perigoa, 06121
Italy

Andrea Marchini

University of Perugia ( email )

borgo xx giugno 74
Perugia, Perugia 06123
Italy
00390755856276 (Phone)
00390755856263 (Fax)

HOME PAGE: http://www.unipg.it

Francesco Diotallevi (Contact Author)

University of Perugia - Department of Economics and Food sciences ( email )

Borgo XX Giugno, 74
Perugia, Perugia 06121
Italy
+39 075 5857131 (Phone)
+39 075 5857146 (Fax)

Rossella Pampanini

University of Perugia ( email )

Via Pascoli 22
Perigoa, 06121
Italy

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