Introduction. Pasta represents the cornerstone of the Mediterranean diet and a cultural symbol of Italian identity. Yet, in recent years, significant shifts in food consumption patterns have been observed, with declining pasta consumption. This paradox is partly explained by persistent misconceptions that continue to shape consumer choices despite evidence-based dietary guidelines. Understanding this gap between rational knowledge and irrational behaviors offers a relevant lens for applied economic psychology.
Purpose. This study investigated the psychological roots of declining pasta consumption among Italians, exploring both explicit motivations and latent conflicts. The analysis focused on how cognitive biases, cultural narratives, and consumer self-determination processes interact to influence decision-making.
Methods. A multi-phase mixed-methods design was adopted. First, three qualitative focus groups (N=25; mothers, Gen Z, athletes) elicited spontaneous meanings and attitudes toward pasta. Insights were then structured into a Q-Sort survey (N=49). Finally, a CAWI quantitative survey (N≈1,500), with three experimental framings (gain, loss, control), assessed the effect of message framing on pasta consumption intentions.
Results. Qualitative findings indicate that pasta remains deeply embedded in the Italian collective imagination as a symbol of conviviality, tradition, and simplicity. The non-consumption of pasta emerges as a "non-phenomenon": choices appear fragmented, weakly motivated, and often grounded in unconscious beliefs rather than stable values. Quantitative results show that message framing (gain, loss, control) did not significantly affect intentions to increase pasta consumption (p > 0.05). However, emphasizing pasta's emotional and social dimension ("spirit") yielded significantly higher mean scores (M=4.9, SD=1.2) compared to highlighting simplicity/versatility (M=4.2, SD=1.1; p < 0.05). This confirms the first insights that social-affective framing resonates more strongly than rational appeals.
Conclusion. Findings highlight the role of latent cultural beliefs and affective drivers in shaping consumption choices. These results indicate that interventions should move beyond nutritional literacy, leveraging symbolic and social meanings to realign consumer behavior with evidence-based dietary guidelines.