Dr Giuseppe Nocella
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+44 (0) 118 378 8904
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Associate Professor
- Programme Director MSc Food Economics and Marketing
- Module convenor for Consumer Attitudes, Consumer Policy, Food Policy, Regulation of the Food Industry
- Sessional Lecturer for Research methods and Data analysis
Areas of interest
My research interests focus on contemporary issues of the agro-food sector in relation to topics regarding obesity, organic production, food safety, farm animal welfare and recently functional foods and nutrigenomics. In particular, I work on micro-economic themes related to the behaviour of economic agents where I combine theories and methodologies pertaining to social psychology (social cognitive models) and microeconomics (consumer demand and stated choice methods) to bridge the gap between economics and psychology. Prospective PhD students matching my research interests and interested in being supervised are welcome to contact me at my email address.Postgraduate supervision
Since I joined the Applied Economics and Marketing department in the School of Agriculture, Policy and Development, I have supervised 4 students to completion:
- Suwanna Sayruamyat - Eating disorders: Impact of personality traits and attitudes on loss/gain weight goals (with Prof Nikos Georgantzis);
- Suva K Mohanty - Consumer preference and buying behaviour of traditional aromatic rice in Odisha (with Prof Richard Bennett and Prof Kelvin).
- Patrick Kalunda - Assessment of the adoption of improved technologies and impact of agricultural research innovation systems on rural livelihoods in Uganda: A case of improved cassava varieties (with Prof Peter Dorward).
- Junjie Wu - The role of risk communication during a food safety incident: consumers' psychological reactions and their impacts on purchasing behaviour.
I am currently supervising the following students:
- Nur Hafizah Muhammad - Pro-environmental behaviour impact on consumer choices of Innovative sustainable food packaging (with Nick Beard)
- Jose Vicente Guinot Saporta - Combined personality features in populations: Agent-Based approach to the trust game (with Prof Nikos Georgantzis)
- Neia Gagliardi - Understanding farmers' behaviour towards the adoption of organic agricultural methods: factors influencing willingness to accept a more sustainable agriculture (with Dr Sarah Cardey and Dr Susanne Padel).
- Akbar Karim - Do consumer values influence choices of sustainable food products? (with Dr Anna Macready).
Research projects
I have been involved in domestic and international research projects and am currently the coordinator of the EU H2020 project 'Cereal Renaissance in Rural Europe: embedding diversity in organic and low input food systems' (http://cerere2020.eu).Background
I joined the University of Reading in 2010 where I am currently Associate Professor of Consumer Research and Policy. Previously, I was lecturer at the University of Bologna, the University of Otago and the University of Reading.Publications
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Sabbagh, M.
,
Gutierrez, L.
,
Lai, R.
,
Nocella, G.
ORCID: 0000-0001-9625-6315
(2023)
Consumer intention towards buying edible beef offal and the
relevance of food neophobia.
Foods
, 12
(12).
ISSN:
2304-8158
|
doi:
https://dx.doi.org/10.3390/foods12122340
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Htun, N.
,
Wiśniewska, A.
,
Nocella, G.
ORCID: 0000-0001-9625-6315
,
Santa Cruz, E.
,
Peracaula-Moner, A.
,
Vehmas, K.
,
Hakola, L.
,
Liczmańska-Kopcewicz, K.
,
Bridgett, L.
,
Verbert, K.
(2023)
Smart tag packaging technologies: a qualitative investigation
of consumers' needs and expectations.
Packaging Technology and Science
, 36
(7).
pp.
595-613.
ISSN:
0894-3214
|
doi:
https://dx.doi.org/10.1002/pts.2731
-
Alhujaili, A.
,
Nocella, G.
ORCID: 0000-0001-9625-6315
,
Macready, A.
ORCID: 0000-0003-0368-9336
(2023)
Insects as food: consumers’ acceptance and marketing.
Foods
, 12
(4).
ISSN:
2304-8158
|
doi:
https://dx.doi.org/10.3390/foods12040886
-
Nocella, G.
ORCID: 0000-0001-9625-6315
,
Wu, J.
,
Cerroni, S.
(2023)
The use of smart biosensors during a food safety incident: consumers’ cognitive-behavioural responses and willingness to pay.
International Journal of Consumer Studies
, 47
(1).
pp.
249-266.
ISSN:
1470-6423
|
doi:
https://dx.doi.org/10.1111/ijcs.12833
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Gutierrez, L.
,
Nocella, G.
ORCID: 0000-0001-9625-6315
,
Ghiglieri, G.
,
Idini, A.
(2023)
Willingness to pay for fluoride-free water in Tanzania: disentangling the importance of behavioural factors.
International Journal of Water Resources Development
, 39
(2).
ISSN:
1360-0648
|
doi:
https://dx.doi.org/10.1080/07900627.2021.1996341
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Nocella, G.
ORCID: 0000-0001-9625-6315
,
Gutierrez, L.
,
Akuno, M.
,
Ghiglieri, G.
,
Idini, A.
,
Carletti, A.
(2022)
Insights to promote safe drinking water behavioural changes in zones affected by fluorosis in the East-African Rift Valley.
Groundwater for Sustainable Development
, 19
ISSN:
2352-801X
|
doi:
https://dx.doi.org/10.1016/j.gsd.2022.100809
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Sacchi, G.
,
Stefani, G.
,
Romano, D.
,
Nocella, G.
ORCID: 0000-0001-9625-6315
(2022)
Consumer renaissance in Alternative Agri-Food Networks between collective action and co-production.
Sustainable Production and Consumption
, 29
pp.
311-327.
ISSN:
2352-5509
|
doi:
https://dx.doi.org/10.1016/j.spc.2021.10.018
- Stefani, G. , Nocella, G. , Sacchi, G. (2020) Piloting a meta-database of agroecological transitions: an example from sustainable cereal food systems. Agriculture , 10 (6). ISSN: 2077-0472 | doi: https://dx.doi.org/10.3390/agriculture10060219
- Idini, A. , Frau, F. , Gutierrez, L. , Dore, E. , Nocella, G. , Ghiglieri, G. (2020) Application of octacalcium phosphate with an innovative household‐scale defluoridator prototype and behavioral determinants of its adoption in rural communities of the East African Rift Valley. Integrated Environmental Assessment and Management , 16 (6). pp. 856-870. ISSN: 1551-3793 | doi: https://dx.doi.org/10.1002/ieam.4262
- Viscecchia, R. , Nocella, G. , De Devitiis, B. , Bimbo, F. , Carlucci, D. , Seccia, A. , Nardone, G. (2019) Consumers’ trade-off between nutrition and health claims under Regulation 1924/2006: insights from a choice experiment analysis. Nutrients , 11 (12). ISSN: 2072-6643 | doi: https://dx.doi.org/10.3390/nu11122881
- Akuno, M. , Nocella, G. , Milia, E. , Gutierrez, L. (2019) Factors influencing the relationship between fluoride in drinking water and dental fluorosis: a ten-year systematic review and meta-analysis. Journal of Water and Health , 17 (6). pp. 845-862. ISSN: 1996-7829 | doi: https://dx.doi.org/10.2166/wh.2019.300
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Nocella, G.
ORCID: 0000-0001-9625-6315
and
Srinivasan, C.
(2019)
Adherence to WHO’s nutrition recommendations in the UK: dietary patterns and policy implications from a national survey.
Food Policy
, 86
ISSN:
0306-9192
|
doi:
https://dx.doi.org/10.1016/j.foodpol.2019.05.002
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Mohanty, S.
,
Balcombe, K.
,
Bennett, R.
,
Nocella, G.
ORCID: 0000-0001-9625-6315
,
Fraser, I.
(2019)
Attribute-specific impacts of stated non-attendance in choice experiments.
Journal of Agricultural Economics
, 70
(3).
pp.
686-704.
ISSN:
0021-857X
|
doi:
https://dx.doi.org/10.1111/1477-9552.12311
- Sacchi, G. , Cei, L. , Stefani, G. , Lombardi, G. , Rocchi, B. , Belletti, G. , Padel, S. , Sellars, A. , Gagliardi, E. , Nocella, G. , Cardey, S. , Mikkola, M. , Ala-Karvia, U. , Macken-Walsh, À. , McIntyre, B. , Hyland, J. , Henchion, M. , Bocci, R. , Bussi, B. , De Santis, G. , Rodriguez y Hurtado, I. , de Kochko, P. , Riviere, P. , Carrascosa-García, M. , Martínez, I. , Pearce, B. , Pearce, B. , Lampkin, N. , Vindras, C. , Rey, F. , Chable, V. , Cormery, A. , Vasvar, G. (2018) A multi-actor literature review on alternative and sustainable food systems for the promotion of cereal biodiversity. Agriculture , 8 (11). ISSN: 2077-0472 | doi: https://dx.doi.org/10.3390/agriculture8110173
- De Devitiis, B. , Carlucci, D. , Nocella, G. , Viscecchia, R. , Bimbo, F. , Nardone, G. (2018) Insights for the development of a functional fish product: drivers and barriers, acceptance, and communication of health benefits. Journal of Aquatic Food Product Technology , 27 (4). pp. 430-445. ISSN: 1547-0636 | doi: https://dx.doi.org/10.1080/10498850.2018.1447059
- Bimbo, F. , Bonanno, A. , Nocella, G. , Viscecchia, R. , Nardone, G. , Devitiis, B. , Carlucci, D. (2017) Consumers’ acceptance and preferences for nutrition-modified and functional dairy products: a systematic review. Appetite , 113 pp. 141-154. ISSN: 0195-6663 | doi: https://dx.doi.org/10.1016/j.appet.2017.02.031
- Carlucci, D. , Nocella, G. , DeVitis, B. , Viscecchia, R. , Bimbo, F. , Nardone, G. (2015) Consumer purchasing behaviour towards fish and seafood products: patterns and insights from a sample of international studies. Appetite , 84 (1). pp. 212-227. ISSN: 0195-6663 | doi: https://dx.doi.org/10.1016/j.appet.2014.10.008
- Nocella, G. , Romano, D. , Stefani, G. (2014) Consumers' attitudes, trust and willingness to pay for food information. International Journal of Consumer Studies , 38 (2). pp. 153-165. ISSN: 1470-6431 | doi: https://dx.doi.org/10.1111/ijcs.12080
- Irz, X. , Fratiglioni, L. , Kuosmanen, N. , Mazzocchi, M. , Modugno, L. , Nocella, G. , Shakersain, B. , Traill, W. , Xu, W. , Zanello, G. (2013) Sociodemographic determinants of diet quality of the EU elderly: a comparative analysis in four countries. Public Health Nutrition , 17 (5). pp. 1177-1189. ISSN: 1368-9800 | doi: https://dx.doi.org/10.1017/S1368980013001146
- Ceddia, G. , Bardsley, N. , Nocella, G. , Goodwin, R. , Stasi, A. , Holloway, G. (2013) A complex system perspective on the emergence and spread of infectious diseases: integrating economic and ecological aspects. Ecological Economics , 90 pp. 124-131. ISSN: 0921-8009 | doi: https://dx.doi.org/10.1016/j.ecolecon.2013.03.013
- Nocella, G. and Kennedy, O. (2012) Food health claims – What consumers understand. Food Policy , 37 (5). pp. 571-580. ISSN: 0306-9192 | doi: https://dx.doi.org/10.1016/j.foodpol.2012.06.001
- Nocella, G. , Boecker, A. , Hubbard, L. , Scarpa, R. (2012) Eliciting consumer preferences for certified animal-friendly foods: can elements of the theory of planned behavior improve choice experiment analysis? . Psychology & Marketing , 29 (11). pp. 850-868. ISSN: 1520-6793 | doi: https://dx.doi.org/10.1002/mar.20569
- Nocella, G. , Romano , D. , Stefani, G. (2011) Preferences, trust and willingness to pay for food information: an analysis of the Italian market. pp. 1-15.
- Nocella, G. , Hubbard, L. , Scarpa, R. (2010) Farm animal welfare, consumer willingness to pay, and trust: results of a cross-national survey. Applied Economic Perspectives and Policy , 32 (2). pp. 275-297. ISSN: 2040-5804 | doi: https://dx.doi.org/10.1093/aepp/ppp009
- Catturani, I. , Nocella, G. , Romano, D. , Stefani, G. (2008) Segmenting the Italian coffee market: marketing opportunities for economic agents working along the international coffee chain.
- Boecker, A. , Hartl, J. , Nocella, G. (2008) How different are GM food accepters and rejecters really? A means-end chains application to yogurt in Germany. Food Quality and Preference , 19 (4). pp. 383-394. ISSN: 0950-3293 | doi: https://dx.doi.org/10.1016/j.foodqual.2007.11.006
- Boecker, A. , Hartl, J. , Nocella, G. (2008) How different are GM food accepters and rejecters really? A means-end chains application to yogurt in Germany. Food Quality and Preference , 19 (4). pp. 383-394. ISSN: 0950-3293 | doi: https://dx.doi.org/10.1016/j.foodqual.2007.11.006
- Castellini, A. , Canavari, M. , Nocella, G. , Pirazzoli, C. (2007) Functional food in the European Union: main issues and impact on the food industry. In: Losso, J. , Shahidi, F. , Bagchi, D. , (eds.) Anti-angiogenic, Functional and Medicinal Foods. CRC Press, Taylor & Francis Group , Boca raton, FL. pp. 251-274. ISBN: 9781574444452
- Yildiz, F. , Kotzekidou, P. , Michaelidou, A. , Nocella, G. (2007) Functional food in Mediterranean and Middle Eastern countries: history, scope and dietary habits. In: Losso, J. , Shahidi, F. , Bagchi, D. , (eds.) Anti-angiogenic, Functional and Medicinal Foods. Nutraceutical Science and Technology CRC Press, Taylor & Francis Group , Boca Raton, FL. pp. 177-212. ISBN: 9781574444452
- Nocella, G. and Scarpa, R. (2006) Benefits from safer animal food products: preliminary results from a contingent valuation study of Italian households. Rivista di Economia Agroalimentare , 2 pp. 93-109. ISSN: 1126-1688
- Boecker, A. and Nocella, G. (2006) A critical account of the relationship between institutional trust, risk perception, and technology acceptance with an application to genetically modified foods.
- Boecker, A. , Nocella, G. , Scarpa, R. (2006) Do consumers want public or private bodies to monitor animal friendly production and marketing schemes? And does trust matter?.
- Alberini, A. , Chiabai, A. , Nocella, G. (2006) Valuing the mortality effects of heat waves. In: Menne, B. and Ebi, K. , (eds.) Climate Change Adaptation Strategies for Human Health. Earth Sciences & Geography and Energy & Environment Springer , Berlin. pp. 345-371. ISBN: 9783798515918
- Chiaro, D. and Nocella, G. (2005) Looking quality research in the eye: are we beholding the splinter and ignoring the beam?. The Interpreters’ Newsletter , 13 pp. 167-179. ISSN: 88-8303-174-1
- Bertazzoli, A. , Buccioli, N. , Nocella, G. (2005) Consumers perception and evaluation of fresh cut buying attributes: a survey on the Italian market. Journal of Food Products Marketing , 11 (1). pp. 35-55. ISSN: 1045-4446 | doi: https://dx.doi.org/10.1300/J038v11n01_03
- Canavari, M. , Nocella, G. , Scarpa, R. (2005) Stated willingness-to-pay for organic fruit and pesticide ban: an evaluation using both web-based and face-to-face interviewing. Journal of Food Product and Marketing , 11 (3). pp. 107-134. ISSN: 1045-4446 | doi: https://dx.doi.org/10.1300/J038v11n03_07
- Canavari, M. , Nocella, G. , Regazzi, D. , Pirazzoli, C. , Rivaroli, S. , Scarpa, R. (2005) Prospettive economiche di mercato della produzione ortofrutticola biologica. Indagine sul gradimento dei consumatori. Italus Hortus , 12 (3). pp. 27-37. ISSN: 1127-3496
- Boecker, A. and Nocella, G. (2005) Trust in authorities monitoring the distribution of genetically modified foods: dimensionality, measurement issues, and determinants.
- Chiaro, D. and Nocella, G. (2004) Interpreters’ perception of linguistic and non linguistic factors affecting quality: a survey through the World Wide Web. Meta , 49 (2). pp. 278-293. ISSN: 1492-1421
- Boecker, A. , Nocella, G. , Bertazzoli, A. , Lucchi, M. (2004) GM food purchase intentions: linking the theory of planned behaviour with consumer trust and stated choice.
- Canavari, M. , Miniucchi, D. , Nocella, G. , Viaggi, D. (2003) Electronic commerce in agriculture and agribusiness: the case of Emilia-Romagna (Italy ). pp. 226-235.