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Italian baby-boomers and ethical behavior: a qualitative research in the food and grocery Industry
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Resumo(s)
This study aims to explore the shopping behavior of Italian baby-boomers in the food and
grocery industry and to assess if this behavior can be considered ethical. A qualitative
methodology was used: semi-structured in-depth interviews have been conducted among 19
individuals, responsible for the grocery in their households. Results, analyzed based on the
principles of grounded theory, suggested that the participants are generally loyal shoppers
looking mainly for quality. Their behavior can be considered ethical and tends to be proenvironmental,
respondents have in fact showed some concerns about the environment.
However, the study highlighted a general lack of knowledge of the ethical issues in the food
and grocery industry among Italian baby-boomers. Practical implications of this study can be
considered by responsible corporations in order to target baby-boomers. Three major
recommendations are made: a) make ethical products more straightforward, b) differentiate
the marketing strategies c) communicate clearly the ethical practices adopted by the
corporation.
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Palavras-chave
Ethical behaviour Baby-boomers Food shopping Environmental concerns