The evolving significance of food origin label, between sustainable eating and security claims. A study on Italian consumer trust amid crisis.

The intervention unveils the outcomes of an interdisciplinary study engaging five Italian universities, focusing on the escalating importance of food origin label for contemporary Italian consumers and its implications in terms of eroding consumer trust amid the prolonged crisis. Despite economic challenges, the origin of food remains a paramount concern for Italian consumers, wielding a substantial influence on their purchasing decisions. Notably, the food origin label has transformed into a symbolic construct, encapsulating omnivore dilemmas intensified by persistent uncertainty, reflecting an escalating distrust toward the global landscape and supranational systems. Through a blend of qualitative and quantitative research conducted on a representative sample of the Italian population, this study delves into the cultural narratives underpinning geographical indications of food products, their impact on consumer values and meanings – often resulting in a polarization between security and ‘green’, or the overlapping of ‘authentic’ and ‘sustainable’ – and their integration into daily consumption practices. It will ultimately offer insights into the emerging contradictory axiology and tense social dynamics shaping food-related practices during times of crisis.