consumer behaviour: food choices and healthy diet · consumer behaviour: food choices and healthy...

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Consumer Behaviour: Food Choices and Healthy Diet Instructor: Giovanni Sogari Department of Food and Drug, University of Parma [email protected]

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Page 1: Consumer Behaviour: Food Choices and Healthy Diet · Consumer Behaviour: Food Choices and Healthy Diet Instructor: Giovanni Sogari Department of Food and Drug, University of Parma

Consumer Behaviour:

Food Choices and

Healthy Diet

Instructor:

Giovanni Sogari

Department of Food and Drug, University of Parma

[email protected]

Page 2: Consumer Behaviour: Food Choices and Healthy Diet · Consumer Behaviour: Food Choices and Healthy Diet Instructor: Giovanni Sogari Department of Food and Drug, University of Parma

Food Choices for a Healthy Diet:

• … are highly complex,personal, unconscious…

• … based on variable socio-cultural factors …

• … shaped by knowledge,trust, involvement …

• … mostly influenced bypsychological interpretations(e.g. organic, sustainable, …)

Source: adapted from Köster, E. P. (2009). Diversity in the determinants of food choice: A psychological perspective. Food Quality and Preference, 20(2), 70–82.

...so how can we better

understand consumer’s food choices?

Page 3: Consumer Behaviour: Food Choices and Healthy Diet · Consumer Behaviour: Food Choices and Healthy Diet Instructor: Giovanni Sogari Department of Food and Drug, University of Parma

Trends in “Healthy” FoodConsumption

Some of the topics will be dealing with:

• The ‘triple burden’ of malnutrition

• Proliferation of products marketed as healthy

• However health is (not) important for everyone

• The role of nutritional and health claims

giovannisogari.com

The course will be mostly based on the experience and studies carried out at Cornell University (USA) by Dr.Giovanni Sogari within his Marie Curie Project in 2017-2019: “CONSUMEHEALTH. Using consumer science toimprove healthy eating habits”.

www.giovannisogari.com

Page 4: Consumer Behaviour: Food Choices and Healthy Diet · Consumer Behaviour: Food Choices and Healthy Diet Instructor: Giovanni Sogari Department of Food and Drug, University of Parma

Aim of the course

What will be discussed in class?

• Describe basic social facts about food issues,eating patterns, and nutrition perspective

• Demonstrate basic principles and procedures forconducting and interpreting qualitative interviewsand quantitative surveys

• Explore how to communicate effectively theresults to a broader audience (general public) andnot only to experts of the field

This course is designed to strengthen the student’s knowledge and understanding of food choices & health

Page 5: Consumer Behaviour: Food Choices and Healthy Diet · Consumer Behaviour: Food Choices and Healthy Diet Instructor: Giovanni Sogari Department of Food and Drug, University of Parma

Content, teaching and assessment methods

• The course will include international foodconsumer case studies, published works andon-going projects.

• The language of teaching will be English.

• Teaching will be carried out throughclassroom lectures, field visits, computer labexercises and potential seminars/webinarswith experts in the field.

• Students will complete homeworkassignments and present a finalqualitative/quantitative exploratory researchproject.

Page 6: Consumer Behaviour: Food Choices and Healthy Diet · Consumer Behaviour: Food Choices and Healthy Diet Instructor: Giovanni Sogari Department of Food and Drug, University of Parma

Recommended readings and educational materialEducational material will include researchpapers provided in class, readings of foodblogs and the listening of some podcasts.