The role of traditional aspects, health consciousness and environmental concerns in Italian agri-food consumption during Covid-19

Purpose The study investigates how consumers' food purchasing habits changed during the Covid-19 pandemic in Italy. The research aims to understand if traditional aspects, health consciousness and environmental concerns have influenced and changed the purchases of food products post-pandemic. Design/methodology/approach The authors developed a theoretical model to understand whether health consciousness, traditional aspects and environmental concerns affect consumers' purchasing intention. The study collects secondary data to analyse state of the art and investigate consumer behaviour in the agri-food system after the pandemic. Thereafter, a survey was conducted via a convenience random sampling procedure. The data (n = 622) were analysed using the formulated research framework and tested through the structural equation modelling procedure. Findings The findings reveal that health consciousness and traditional aspects (culinary traditions, ingredients usage from one's territory of origin, products' origin attention) are among the main reasons for purchasing agri-food goods after the pandemic. Instead, environmental concerns negatively affect consumers' purchase intentions. Originality/value The study identifies which aspects influenced consumers' purchasing intentions after the Covid-19 pandemic. It also provides insights for food companies and policymakers on the factors to be improved to optimize the agri-food sector following a sustainable perspective and in order to develop effective business strategies.