Italian Consumers’ Perceptions and Understanding of the Concepts of Food Sustainability, Authenticity and Food Fraud/Risk

The present study investigates consumers’ perceptions and knowledge of food sustainability, food authenticity and food fraud/risk in Italy and whether their perception and knowledge differ according to demographic factors, consumption choices and preferences. To address these issues, a network analysis technique was applied to analyse the theoretical framework. Subsequently, the primary online survey data of 328 respondents in Italy were explored using principal component analysis, canonical correlation analysis and hierarchical cluster analysis. The results indicate that socio-economic determinants—above all, marital status, the presence of children, and annual net income—not only influence the propensity to seek information on the certification, sustainability labels and quality of products but also impact consumer perceptions of food fraud/risk. The findings provide a useful, informative tool for the protection of consumer health, which can be negatively impacted by the purchase of fraudulent food products. Despite the abundant literature on consumer perspectives and perceptions of food authenticity and the integrity of the food supply, to the best of this author’s knowledge, this study represents one of the first attempts to analyse consumer perceptions of certified food products and knowledge of food fraud/risk.