Millennials' opinions about eco-friendly and healthy products in Italy 2018
Italian Millennials' awareness towards sustainable and healthy food has increased in the past few years. As of 2018, 79 percent of Italian Millennials stated that they preferred to buy products based on fairness and transparency. 74 percent also declared that they prioritized food from firms that respect the environment and the local resources. More than the half of the interviewees asserted to be willing to pay more for organic products.
