This paper uses a qualitative marketing research technique to explore in-depth sensory experiences, expectations, and perceptions of organic consumers when purchasing and eating organic food. Five focus-group interviews supported by semi-structured questionnaire were performed in Italy during...

In Europe the demand of functional foods varies remarkably from country to country, on the basis of the alimentary traditions, the enforced legislation and the different cultural heritage that people have acquired. The opportunities of expansion on the market seem to be quite favorable and the...