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Currently, many consumers have expressed strong opinions about food production process, its distribution, and guaranteeing models. Consumers’ concerns about ecological and social sustainability issues can have significant impactson both food demand and food policies. Sustainable consumption attitude has been analysed in the framework of Political Consumerism and Collaborative Consumption theories by administering six focus groups among Italian critical consumers. Findings provide insights that represent a fruitful starting point for deepening the analysis of critical consumer behaviour at a broader level in order to sustain and spread eco-socially production practices.


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