Thesis title: Sustainable Nutrition in Italy
The current agri-food system is a primary contributor to the ecological crisis, responsible for 34% of
global greenhouse gas emissions, 83% of agricultural land use (mainly for livestock) and 70% of fresh
water consumption. This system generates hidden costs (externalities) of $14 trillion annually, twice the
global food bill, burdening human health by $8.3 trillion and ecosystems by $5.7 trillion. The
inefficiency is blatant: livestock farming provides only 18% of global calories and 38% of global protein,
at an immense waste of resources. The core of the analysis is based on data from the ISTAT Multiscopo
Survey, using beef consumption as a key indicator (proxy) for lifestyle impact. The Italian population
was segmented into 'high', 'medium' and 'low' consumers to study their profiles and habits. The main
trend that emerged is a clear and steady decrease in beef consumption in Italy. The 'high consumers'
(those who eat it daily) have dropped from 9% in 1994 to 5% in 2022. This decline in demand is reflected
in a contraction of breeding and slaughtering, and a shift in consumption towards alternative meats such
as pork and poultry. Cluster analysis reveals that the transition is not uniform, but driven by precise
socio-demographic factors: education (the most powerful factor. A higher level of education is directly
correlated with lower beef consumption and greater awareness), gender (Women prove more willing and
quicker than men to reduce meat consumption, driven by greater concerns for health and sustainability),
geography (There is a territorial divide. The North-East is the area most virtuous and quickest to change,
while the South of Italy and the Islands are more resistant and have the highest consumption), age
(contrary to expectations, young people aged 14-34 are over-represented among high consumers while
the change is driven by adults aged 35-64) and family (singles and single-parent families tend to consume
more, while couples without children emerge as the most wasteful). Food choices are part of consistent
'behavioural universes': High Consumption: Associated with diets rich in snacks, alcohol, fizzy drinks
and processed foods. This profile is associated with higher health risks (obesity, cardiovascular disease,
cirrhosis) and lower awareness and concern about environmental problems. Low Consumption: This is
associated with diets rich in vegetables, healthier lifestyles and a higher level of critical information
(through reading books and the press). This group shows a higher and more articulate environmental
awareness. One of the most critical findings is the evidence of a deep 'knowing-doing gap'. Despite a
high stated concern for climate change and pollution, this awareness rarely translates into concrete,
everyday actions. Behaviours such as reading labels, buying organic products or using alternative
transport remain niche practices. The cause lies in psychological barriers such as the perception of
individual ineffectiveness, inertia of habits and delegation of responsibility to external entities. The
transition to a sustainable food system in Italy is underway, but it is too slow. To accelerate it, the gap
between awareness and action must be bridged. Future strategies must abandon generalist
communication and adopt an approach: Segmented and Digital: Use digital channels to reach specific
consumer profiles with targeted messages, exploiting the motivational levers best suited to each one
(health, economy, environment). Action Oriented (Empowerment): Provide practical and simple tools
that make citizens feel the power of their daily choices, shifting the focus from "why" to "how" to act.
Holistic: Integrate communication with public policies (taxes, subsidies, clear labelling) and supply-side
innovations (promotion of protein alternatives) that make sustainable choices easier and more
convenient for all. The key to success lies in a combined action combining individual responsibility and
a socio-economic context conducive to change.