Perception is not reality: Uncovering the adherence to the Mediterranean diet

Over the last few years, the European Commission highlighted the need to develop a transition path towards a more sustainable food system, promoting a change in consumers’ dietary habits. In this context, the Mediterranean diet (MD) may play a crucial role as an example of a healthy and sustainable diet. Despite the growing interest of consumers, currently, adherence to the MD is generally undermined, also in Mediterranean countries. Therefore, this study investigates consumers’ adherence to the MD and uncovers those factors that are able to affect such adherence. Data were collected through a web-based questionnaire, and MD adherence was measured according to the MEDI-LITE score scale. Thus, 190 individuals participated in the survey. The respondents’ perceived and real adherence to MD were tested through descriptive statistics, while a linear regression was used to investigate factors affecting MD adherence. The results show a mismatch between real and perceived adherence to MD, underscoring a lack of knowledge concerning such dietary pattern. Women, as well as healthconscious and highly educated individuals tend to adopt such a diet. Despite some limitations, the study provides knowledge to increase the adoption of MD.