More Than Organic: Consumer Expectations of Sustainability and Quality. Evidences from a Qualitative Study in Italy

Research shows that the search for healthier foods and concern for sustainability are driving the purchase of organic products. However, consumer expectations for quality attributes and sustainability often go beyond the parameters for organic certification, even after the latest revision (EU Regulation 2018/848). This article aims to explore Italian consumers’ expectations for attributes beyond the current organic certification and to highlight the importance of introducing an additional certification for this added value. Nine focus groups (59 participants) were conducted and analyzed with the Template Analysis approach using Atlas.ti 6.0. Participants expressed expectations beyond current organic certification: i) “for the consumer” (excellent product quality); ii) “for the people and the planet” (ethical aspects of production and distribution); iii) information about organic labels. The development of an “organic plus sustainability certification” seems important: it could allow consumers to make more conscious and ethical purchasing decisions in mature but still changing organic markets such as Italy.