Italian consumers’ awareness, preferences and attitudes about Sicilian blood oranges (Arancia Rossa di Sicilia PGI)

The objective of the paper is describing the results of a survey on the consumer's awareness, preferences and attitudes of certified quality products such as fruit and vegetable, and in particular of Sicilian Blood Oranges (Arancia Rossa di Sicilia) which is PGI product. A total of 26 participants with heterogenous socio-demographic background took part in the study. The aim of the study was achieved using focus groups (FGs). Three sessions of FGs were held in September 2021 in three Italian cities chosen as a convenience sample to represent the entire Italian territory. The results show that fruit and vegetables have a particularly relevant role in the eating habits of the sample. For the interviewees, the quality label of food products is a guarantee of being Italian, of compliance with production norms and standards, of natural and genuine products and of a more intense and good taste and flavour. For the whole target, Arancia Rossa di Sicilia PGI is a premium product of reliable excellence and whose quality can be assured because it is certified, as long as the consumer recognizes the certification logo on the product.