Journal title PSICOLOGIA DI COMUNITA'
Author/s Sara de Sio, Paola Gremigni, Alessandra Zamagni, Giulia Casu
Publishing Year 2026 Issue 2026/1
Language English Pages 29 P. 100-128 File size 0 KB
DOI 10.3280/psc2026oa23870
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<p>The study investigates how social representations and ambivalence shape attitudes towards eco-sustainable food consumption through three focus groups (n = 21, 52% female; mean age = 28.10, <em>SD</em> = 9.34). Qualitative analysis highlighted not only practical and attitudinal barriers, such as limited availability of these products, skepticism towards green advertising, but also ambivalence toward various topics, such as the balance between tradition and culinary innovation. For example, participants co-constructed green food as both a ethical imperative and a practical challenge, revealing how shared meanings and tensions influence the gap between purchase intention and behavior. Additionally, the study adopts a community psychology perspective, emphasizing how collective efficacy and social norms shape sustainable choices. The results underscore the need to promote collective efficacy and empowerment through collective initiatives, transforming sustainable consumption from an individual responsibility to a shared social practice for the common good.</p>
Keywords: green food, focus groups, explicit attitudes, green attitude-behavior gap, green food purchase behavior
Sara de Sio, Paola Gremigni, Alessandra Zamagni, Giulia Casu, Social Representations and Ambivalence in Sustainable Food Consumption: A Focus Group Study on Contemporary Scenarios and Psychosocial Barriers in "PSICOLOGIA DI COMUNITA'" 1/2026, pp 100-128, DOI: 10.3280/psc2026oa23870