Italian Consumers' Awareness of Climate Change and Willingness to Pay for Climate-Smart Food Products

Understanding climate change awareness and its related risks is crucial to plan efficientclimate-smart strategies. An online survey was conducted on Italian consumers with the aim tounderstand consumers' inclination toward food products obtained with climate-smart strategies.Specifically, consumers' awareness about climate change and willingness to choose and pay forproducts derived from climate-smart agriculture were investigated. Results highlighted two targetedconsumers, one more interested in economic issues and more "conservative" and the second onemore concerned with climate changes risks with a higher interest in environmental and ethical values(fair trade), representing the primary target consumers for climate-smart foods. This segmentationcan be useful to identify expectations and purchase drivers that can facilitate climate-smart policiesand the establishment of the climate-smart foods on the market.