Purchasing food to counteract Mafia in Italy
PurposeThe paper aims to investigate pro-social behaviour of Italian consumers during the decision-making process of buying food produced in lands confiscated fromMafia-typeorganisations. This is assumed as a form of buycotting, thus as an ethical purchasing choice to contribute to social change.Design/methodology/approachData from 339 interviews were elaborated with a cluster analysis. The difference between groups was confirmed using MANOVA, whereas the multivariate multiple regression analysis was carried out to assess the difference between clusters.FindingsThree types of consumer groups are identified:absolutists,exceptionists andsubjectivists. Coherent with previous studies, findings also highlight the relevance of information acquisition and of the self-effectiveness perception as key factors to stimulate pro-social behaviours.Originality/valueWith a social marketing perspective, the paper offers useful suggestions to promote political consumerism as a critical choice to contribute to fight againstMafia-typeorganisations and to spread a culture of lawfulness.