Micro Knowledge as a Driver for Systemic Emergencies Management: The Case of Xylella in Italy

During emergency production systems, supply chain stakeholders' interactions, media activities, government actions, community behaviors are stressed bringing, all, to a high-risk perception about safety. For agri-food products, it became in a variation of consumers' purchasing behaviors, guided by uncertainty and influenced by trust. The extant knowledge about consumers' willingness to buy for agri-food products in emergency condition does not provide evidences during a phytosanitary warning. The proposed study, considering the Xylella fastidiosa phytosanitary emergency as case study, aims to fulfill this gap analyzing the possible variations of consumers' perception and willingness to buy of Apulian olive oil in the era of Xylella emergence by adopting a multi-perspective and systemic approach. For achieving this scope, the study follows a Process-Person-Context-Time perspective for conceiving a systemic psychological model based on the Bronfenbrenner ecological model. Seven hypotheses were tested through Structural Equation Modeling thanks to a survey in a representative sample of 779 Italian consumers. Results showed that Italian consumer's willingness to buy the post-Xylella olive oil can fluctuate due to the hypothesized system vulnerability: family, friends, and colleague such as trust in farmers and the credibility of Italian food market are impactful; trust in processors, transporters, and government and media is not. The findings, from theoretical and sectorial perspectives, provide new knowledge on the topic, empirical evidences, and a multi-systemic model able to analyze consumers' behaviors, understand and stimulate the search for new (or more appropriate) marketing and communication strategies to face Xylella serious economic shortages, and to act a requalification of territory at all.