Nowadays, in a globalized world where people and countries are increasingly close and connected to each other, there are more options in choosing products of all types and the competition between organizations is increasing . It s no different in the food industry. There are different products offer, each product with different types of attributes and nationalities, making the consumer decision process more complicated with all these options, Thus, customer should seek more information to distinguish one product from the other to select the one that best satisfy them. This work was undertaken to identify the motivation of customers in buying food from Italy, and how they are influenced by this attribute at the time of purchase. Information about how is formed the decision process of consumers, the motivations that lead him to buy the made in italy product and how the country of origin effect influences consumers of Italian products and services. All of this in the context of the current Brazilian food market.