It Seems Italian, Doesn’t It? An Exploratory Analysis of English and Spanish Consumers about Italian Appearance Food Products

The Italian export of agri-food products has been increasingly threatened by the unfair use of misleading Italian symbols (such as the national flag or the green-white-red colors) by non-Italian producers. This research paper investigated what English and Spanish consumers know about “Made in Italy” food, and their attitude towards Italian appearance food products. Primary data were collected in Spain and England, and a probit model was used to identify the determinants of consumers’ vulnerability to misleading Italian symbols. We found that merely having Italian symbols on the package might lead almost half of the consumers in the sample to consider food as Made in Italy, regardless of the actual origin. This result confirms the severity of the problem. The econometric model provides suggestions for public actions to mitigate the issue.