Ecological citizens and consumers: trust and environmental concern in Italian local and organic products consumption

Purpose – This paper aims to explore the dual role of individuals as consumers and citizens in sustainability transitions, clarifying the connection between private and public spheres. It examines how the purchase of local and organic food products among Italian consumers correlates with other pro-environmental behaviours as well as environmental concern, lifestyle, trust and contextual and socio-demographic variables, under the perspective of ecological citizenship. Design/methodology/approach – The study uses data on more than 72,000 households from the Italian Multipurpose Household Survey (2014 and 2019–2021). Data are analysed using an ordered probit model focusing on the frequency of local and organic products purchases. Findings – Results show that higher levels of environmental concern, trust in institutions and people, other pro- environmental behaviours and various socio-demographic characteristics significantly increase the likelihood of purchasing local and organic food products. These findings support the idea of consumers as ecological citizens in sustainable consumption behaviour. Practical implications – Findings offer valuable insights for promoting sustainable food choices, going beyond individual preferences but evaluating consumption as a form of active participation in public life through choice. Originality/value – Using large-scale data, this study applies the concept of ecological citizenship to consumption, highlighting how private choices connect with public responsibility and emphasising the role of institutions, trust and environmental concern in supporting sustainable behaviour.