Label design as a corporate strategy: how claims influence consumer choice in the Italian pasta market

Pasta is a key product of the Italian agri-food industry, consumed worldwide for its ease of preparation, nutritional richness, and cultural importance. Growing awareness of social, environmental, quality, and food safety issues has led to innovations in the pasta market. Food label design plays a crucial role, influencing purchasing behavior and strategic decisions. This study examines the impact of voluntary labeling claims through an online survey analyzed with PLS-SEM. Results show interest in authenticity, health, and sustainability claims, varying by age, income, education, and culture. Findings highlight labeling’s strategic role in market segmentation, CSR communication, and consumer education.