Green messaging in Italian grocery: communicating sustainability through packaging

In the Italian grocery sector, how is sustainability communicated through food packaging? To find an answer, this study identifies and tracks the textual and visual sustainability-related elements on thousands of packaging items over time. The results, based on a large dataset of images of products marketed in Italy between 2016 and 2024, reveal the prevalence of material-related claims and distinct sustainability narratives depending on product category, consumer expectations, and regulatory changes. These findings provide valuable insights into how companies adapt their packaging communication strategies in response to changing market demands and institutional pressure.