Pilot study on food sharing and social media in Italy

Purpose The purpose of this paper is to gauge consumer attitudes to food sharing practices in Italy and to assess the support that digital technologies can offer in to promote more responsible consumption. Design/methodology/approach The methodology involves a web-based survey through using specialized online platforms (e.g. websites; Facebook groups; and Facebook pages), which provide content on sustainable and responsible consumption and crowd funding campaigns. Findings The research highlights the increasingly aware and attentive consumer attitudes towards collaborative economic practices compared to the past. In Italy, however, digital platforms for exchanging surplus food or goods are still poorly used. In fact, there is still a lack of knowledge, largely conditioned by recent experienced with some apps and by the poor development of this type of market. Research limitations/implications The research is a pilot of a small-scale study protocol conducted in January 2017 to ascertain the suitability of a wider project on social food sharing practices and environmental sustainability, by determining its feasibility or obtaining information for identification of the key indicators and analysis of the dimensions of the final study. Originality/value The research produces first empirical results that may provide new information, related to the role of digital media, on consumption habits.