Trends and perspectives of the information asymmetry between consumers and Italian traditional food producers

Contemporary food market offers plenty of different food products from all over the world. However, as people have more disposable income, they are more discerning with regards to quality, and certified food has a reputation as being more wholesome and more healthy. In other words, food quality issues become crucial in a consumer's choice. Nevertheless, the question arises – that what should be considered as a food quality, and which quality criteria consumers are ready to pay more? There are many certified products within the variety of agricultural food, and for understanding which products are more preferable for a consumer, it is necessary to know, what do labels mean and what do they guarantee. Absence or lack of this knowledge promotes the information asymmetry between consumers and food producers. Italian traditional food was chosen as an example, due to its crucial meaning for authentical development of the rural areas and particular culture heritage.