“100% Italiano”: contraddizioni del consumatore sull’origine del cibo, tra coscienza ecologica e istanze identitarie

This paper presents initial findings from an interdisciplinary study on the significance of food origin for contemporary Italian consumers. Despite the prolonged crisis and over 9 million people experiencing food hardships in 2022, the labeling of food origin remains a paramount concern for Italian consumers, significantly influencing their purchasing decisions. In this era of uncertainty, the food origin label has evolved into a symbolic construct, exacerbating omnivore dilemmas within an increasingly unreliable global landscape and contributing to a renegotiation of trust in expert knowledge, eroded by the prolonged crisis. By examining the cultural narratives underlying geographical indications of food products, their impact on consumer values and meanings, and their integration into daily communication and consumption practices, this study provides insights into the emerging contradictory axiology and social dynamics guiding food-related practices during times of crisis.