Healthiness, appearance, or fashion? The drivers behind the sushi popularity in Italy

Italy is witnessing an unprecedented success for sushi even if Italian consumers have a historical reluctance towards eating raw fish. It is important to understand what is behind this major shift in preferences, since it may set an example for the process of adoption of global products and/or diets. To this aim, we investigated which food motives drive sushi consumption (i.e., health, mood, convenience, sensory appeal, natural content, price, weight control, familiarity, and ethical concern), including also individual factors (i.e., social norms, food neophobia, traceability) on a national representative sample of 798 consumers. Data analysis yielded that social norms were the main drivers behind sushi consumption, while sensory appeal, price and neophobia reduced sushi frequency consumption. Traceability was associated with naturalness, and ethical concern, and hindered sushi consumption frequency. These results may pave the way for forthcoming marketing strategies and policies aimed at promoting the consumption of novel, healthy and sustainable food.