Nine out of ten Italians express their worry over the issue of food waste and its sustainability implications
In the heart of Europe, Italians are making a significant shift towards eco-conscious behaviors, particularly in the realm of food sustainability and food waste reduction. This trend, reflecting growing environmental awareness and practical actions, has been highlighted in a recent study conducted by EngageMinds Hub, a research center specializing in consumer psychology and health at the Catholic University of Cremona.
The study reveals that Italians are increasingly prioritizing sustainable packaging for food, with 62% of consumers rating compostability of packaging as very important. This strong demand for environmentally friendly options supports sustainability in the food supply chain.
The research also indicates a growing concern among consumers about the environmental impact of food production. This awareness is evident in the growing efforts towards food waste reduction, although direct data on Italians’ waste reduction behaviors was not explicitly detailed in the study. However, the broader trend of eco-conscious lifestyle choices in Italy suggests increased adoption of waste reduction strategies, such as mindful consumption and better food storage to prolong shelf life.
Moreover, the study shows that Italians and visitors are embracing slow travel and sustainable tourism, which includes valuing local food experiences that discourage food waste and promote responsible consumption of regional specialties. This shift supports local economies and reduces environmental impact tied to food systems.
Despite a willingness to support sustainable food-related products, there is also increased cost sensitivity among Italian consumers, which influences their purchasing decisions. This balances environmental concerns and affordability.
The study further suggests that seven out of ten Italians adopt sustainable behaviors in food consumption, including reducing waste (89%) and buying seasonal products (80%). Women and university graduates are more likely to adopt sustainable food behaviors, with respective rates of 77% and 78%.
While the study does not offer insights into the behaviors of Italians regarding energy consumption or other areas of sustainability beyond food, it does highlight the inclination of Italians towards sustainability. The greater attention towards food waste is influenced by both the concept of sustainability and frugal consumption approaches due to economic conditions.
In conclusion, Italians in 2025 show strong eco-conscious behaviors related to food, including prioritizing sustainable packaging and supporting food waste reduction efforts, complemented by lifestyle choices that favor slow, local, and authentic food experiences aligned with broader sustainability and climate awareness trends. This snapshot of the "good potential" of society in terms of sustainability offers a promising outlook for the future.
The study demonstrates that Italians are adopting sustainable lifestyles, with a focus on food and drink, as seven out of ten Italians prioritize reducing food waste and purchasing seasonal products. This not only supports the broader sustainability and climate awareness trends but also extends to their home and garden, as they value local, authentic food experiences.
Furthermore, the growing concern about the environmental impact of food production is reflected in the increased adoption of eco-friendly food packaging, with 62% of consumers considering compostability as very important, suggesting a shift towards sustainable home-and-garden practices in Italy.
