Functional foods at the agrifood interface: consumer knowledge, trust and socio-economic drivers for market uptake and policy in Italy

This study examines how knowledge, trust, and socio-demographic variables influence consumer attitudes and behaviors toward the consumption of functional foods in Italy. A structured questionnaire was administered to a sample of 302 Italian consumers. Data analysis involved the use of Principal Component Analysis (PCA) to identify key consumption profiles and perceived barriers. The findings reveal a multidimensional relationship between knowledge and consumption, shaped by health beliefs, socio-economic status, and generational identity. Trust in available information and the perceived personal relevance of functional foods emerge as critical factors in bridging the gap between intention and actual behavior. The PCA results also highlighted two distinct dimensions socioeconomic and identity-related that significantly structure consumer segmentation. The study provides valuable insights for the development of targeted communication strategies. Findings inform agrifood product development and labeling practices and provide actionable guidance for retailers and regulators, by linking agricultural ingredients and consumer acceptance.