CONSUMER PERCEPTION OF ORGANIC BLUEBERRY LABELING IN ITALY

As the Italian markets are witnessing an increase in consumption of blueberries, which may result in an increase of agricultural land devoted to them, this analysis looks at Italian consumer perceptions of the organic label on fresh blueberries and its potential impact on the market. The analysis included face-to-face interviews and a survey at six points of sales of blueberries belonging to two mass retail chains. Consumer behaviour was evaluated by submitting a self-constructed questionnaire by two sample groups selected in the territories of two metropolitan areas in northwest Italy (Turin and Genoa). The research from the consumer characteristics analysis revealed limited and seasonal consumption of these fruits. The latent class analysis was used to obtain four clusters of consumers for each considered sample. The results underscored a consumer sensitivity to organic labelling in clusters from sample 1, but not from sample 2 respondents. Therefore, the organic quality certification could represent an instrument for the development of the short supply chain, opening up agricultural prospects for subsidiary profit and providing a contribution to the economic survival of producers. However, this certification acceptability must be assessed by studying the consumer perception which, as emerges from our study, varies according to many aspects.