Consumption of low pesticides food: implications for producers and policymakers. Results from a multi-attribute analysis

Purpose – This study aims to identify different consumer segments to address the strategies that can be adopted by companies and policymakers to increase the consumption of safer foods and reduce the negative externalities caused by pesticides. More than 3,000 consumers were involved in the survey, of which more than 1,000 completed in all parts. Design/methodology/approach – The complexity of the topic required a multidimensional approach. Therefore, the authors modelled the decision support system by proposing a decision rule-based approach to analyse consumers’ food purchasing choices. More precisely, the authors referred to the dominance-based rough set approach (DRSA). Findings – Based on the DRSA results, three consumer segments were identified: green consumers, integrated pest management (IPM)-informed and active consumers, and potential low-pesticide consumers for which different policy implications have been highlighted. Research limitations/implications – Despite the high number of survey respondents, further research should seek to obtain data from a more balanced sample. Furthermore, different methods of analysis could be applied and the results compared. Practical implications – Identification and promotion of managerial and public policies to increase the consumption of low pesticide food. Social implications – The main social implications can be summarised in the greater knowledge and awareness of the environmental aspects related to food, recognition of the intrinsic quality and/or functionality of food. Originality/value – The authors contribute to the literature in two ways. First, the authors refer to the DRSA, an innovative approach in the context of consumer analysis. Second, based on the decision rules, the authors identify three consumer segments to which specific tools can be addressed.