cod. 1007707

Academic year 2020/21
2° year of course - First semester
Giovanni SOGARI
Academic discipline
Economia ed estimo rurale (AGR/01)
Ambito aggregato per crediti di sede
Type of training activity
42 hours
of face-to-face activities
6 credits
hub: PARMA
course unit


Learning objectives

Students will develop knowledge and skills to understand the main drivers affecting the food consumers' behaviour. Moreover, they'll be in a position to carry out empirical research in the analysis of consumers' behaviour with a theory-based approach.


Propaedeutic courses are not formally required, but students should have a minimum knowledge of statistics (mean, median, standard deviation) and of the foundations of economics (supply and demand, market)

Course unit content

The course focuses on fundamental theoretical analysis of consumer behavior, and the application of these theories to real case studies. Methods for the collection and analysis of data will be explained. The course will also pay attention to the link between these phases and the background theoretical framework.

Full programme

• Appreciate, evaluate, summarize and discuss complex issues on the psycho-social of food choice and eating behaviour, taking different perspectives on these issues
• Description and analysis of different models of food choice and behaviour (e.g., the Theory of Planned Behaviour)
• Design and program simple questionnaires and experimental tasks related to food choice
• Study and presentation in class of cases suggested by the teacher


Selected readings and other material provided through the Elly website.

Teaching methods

• Frontal lessons;
• Classroom exercises;
The course alternates a set of lectures covering theoretical concepts to in-class presentations and discussions of case studies. Webinars with company testimonials / consumer research experts will also be scheduled.
Students will work individually and/or in groups on different assignments, including a project work that they will have to develop along the whole course duration under the supervision of the instructor. The project work will be presented and discussed at the end of the course, and it is based on the general concept of learning by doing.

Assessment methods and criteria

The assessment of learning will be carried out in the following ways:
1. Oral exam
2. Preparation of a Project Work (carried out individually), delivered to the instructor in pdf format (report) and relative oral presentation of the Project Work (with PowerPoint). The Project Work will be based on the development of a research project on consumers and food choices.

- The report and the PowerPoint presentation will be organized individually and delivered by email before the oral exam orale (via Teams).

The evaluation of the project work will be based on:
1) Coherence between the theoretical aspects, the proposed research plan and its implementation.
2) Strength and extent of the analysis (ability to stress the relevant points and address the specific questions).
3) Communication skills (clarity and effectiveness of the presentation).
4) Ability to generate discussion.

-The final grade, communicated after the written test directly in Esse3, will correspond to the arithmetic average of the assessments obtained expressed out of thirty.

- The honors are awarded to those students who fully comply with the requirements. In addition, they have to demonstrate a systematic knowledge of the topic, an excellent ability to apply the acquired knowledge, autonomy of judgment, as well as particular care in the formal drafting of the paper.

Other information

The activities will take place in streaming through the use of the Teams and Elly platforms. Lessons will be recorded for any asynchronous use. Lessons will be held in both synchronous (via Teams) and asynchronous mode (uploaded on the Elly page of the course). During the lessons in synchronous mode (direct), mainly frontal moments will alternate with interactive moments with the students. To promote active participation in the course, various individual and small group activities will be proposed, through the use of the resources available in Elly, such as discussion forums and logbooks.