Giovanni Sogari, MSc in Food Science and Ph.D. in Agricultural Economics. Currently, he is an Associate Professor at the Department of Food and Drug of the University of Parma. He teaches the principal methods and techniques of qualitative and quantitative research to explore consumer food behavior. His studies lie at the nexus of psychology, sensory analysis, and experimental economics to better inform policy-makers, private companies, and the general public on eating behavior. In particular, his main research activities and interests focus on consumers’ perception of sustainable and healthy diets, nutritional and environmental claims, and alternative proteins from novel foods.