“Local Production”: What Do Consumers Think?

Since the mid-1990s, there has been a growing interest among consumers and producers in downscaling to local level length of agri-food chains as solution for fairer more sustainable food production systems. From point view consumption, attribute “local” is assuming an important role defining purchasing preferences, both terms expectations product quality its perceived relevance determining supply chain sustainability. This research aims define how individuals’ perception influences definition based on survey submitted sample 500 North-Western Italy. The paper provides: (i) semantic map built keywords adopted by respondents describe production; (ii) categorization divided clusters basis their eating styles; (iii) characterization according preferences knowledge expressed towards production. results show that consumers’ awareness attitudes concept are influenced joint effect socio-demographic profile consumption style, with some unexpected evidences would deserve be deepen further research. However, given this uncertainty, three main traits seem characterize attitude “local”: positive relation dimensions environment, development strength link between reduction chain. Ultimately, territoriality index higher (seasonal, therefore fresh genuine).