Paradoxes of Sustainable Food and Consumer Coping Strategies

This study aims to approach consumers’ behaviours towards the paradoxes of Sustainable food. A qualitative research was carried out with non engaged individuals in france and Italy and, in a second step, with consumers who have already engaged in the local purchase network. Results show different coping strategies among non engaged french and Italian consumers in compliance with the environmental and cultural conditions; on the contrary engaged participants evocate a supranational culture, as well as the same practices and representations.