THIS DOI METADATA WAS LAST UPDATED: 2026-10-27 17:48
Full Title
PSICOLOGIA DI COMUNITA'
Publisher
FrancoAngeli
ISSN
1971-842X (Online Journal)
Journal Volume Number
0
Journal Issue Number
1
Journal Issue Designation
1
Journal Issue Date
2026
Full Title
Social Representations and Ambivalence in Sustainable Food Consumption: A Focus Group Study on Contemporary Scenarios and Psychosocial Barriers
By (author)
First Page
100
Last Page
128
Language of text
English
Publication Date
2026/10
Copyright
2026 FrancoAngeli srl
Main description
The study investigates how social representations and ambivalence shape attitudes towards eco-sustainable food consumption through three focus groups (n = 21, 52% female; mean age = 28.10, SD = 9.34). Qualitative analysis highlighted not only practical and attitudinal barriers, such as limited availability of these products, skepticism towards green advertising, but also ambivalence toward various topics, such as the balance between tradition and culinary innovation. For example, participants co-constructed green food as both a ethical imperative and a practical challenge, revealing how shared meanings and tensions influence the gap between purchase intention and behavior. Additionally, the study adopts a community psychology perspective, emphasizing how collective efficacy and social norms shape sustainable choices. The results underscore the need to promote collective efficacy and empowerment through collective initiatives, transforming sustainable consumption from an individual responsibility to a shared social practice for the common good.
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