Water scarcity and consumer behavior: An analysis of diet-related water footprint

Within the framework of an increasing water scarcity, fostered by the climate change, in this study we investigate the environmental impact associated with current food consumption by means of the Water footprint indicator focusing on the case of Italy. For the analysis of the real food consumption and its impact, we selected the Mediterranean diet as a benchmark, since previous evidence shows that Italians are shifting their dietary habits away from the traditional Mediterranean Diet in favor of dietary patterns rich in animal-based products, especially meat. To promote more sustainable food choices, we applied a Sustainable Diet Model to analyze alternative diets that can reduce the Water footprint associated with food consumption. The results of the analysis show that by adopting slight changes in the consumption of certain categories of foods, it is possible to reduce the Water footprint of diets. The findings of this research are useful for supporting policies for the promotion of sustainable food consumption that would lead to a reduction in the exploitation of a scarce resource such as water, improving the allocation of this resource and achieving the objectives of the 2030 Agenda.