Dipartimento di Scienze delle Produzioni Animali, Università degli Studi della Basilicata, Viale dell'Ateneo Lucano 10 - 85100 Potenza, Italy.
J Dairy Res. 2010 Aug;77(3):280-6. doi: 10.1017/S0022029910000130. Epub 2010 Mar 3.
The present study aimed to assess the effect of information about organic production on Pecorino cheese liking and consumer willingness to pay. Mean scores of perceived liking were similar for organic cheese (OC) and conventional cheese (CC). Expected liking scores were higher for OC than for CC (P<0.001). For OC the expected liking was significantly higher (P<0.001) than the perceived liking expressed in blind conditions (negative disconfirmation), whereas for CC the expected liking was significantly lower (P<0.001) than the perceived liking expressed in blind conditions (positive disconfirmation). Consumers assimilated their liking for OC in the direction of expectations, as the difference actual vs. perceived liking was significant (P<0.001). However the assimilation was not complete, as also the difference actual liking vs. expected liking was significant (P<0.001). Consumers showed a willingness to pay OC (mean+/-se=4.20+/-0.13 euro/100 g) higher than the local retail price for conventional (1.90 euro/100 g) and even organic cheese (3.00 euro/100 g). We conclude that the information about organic farming can be a major determinant of cheese liking and consumer willingness to pay, thus providing a potential tool for product differentiation, particularly for small scale and traditional farms.
本研究旨在评估有关有机生产的信息对佩科里诺奶酪喜好和消费者支付意愿的影响。有机奶酪（OC）和传统奶酪（CC）的感知喜好评分均值相似。OC 的预期喜好评分高于 CC（P<0.001）。对于 OC，预期喜好明显高于盲测条件下表达的感知喜好（负证实偏差），而对于 CC，预期喜好明显低于盲测条件下表达的感知喜好（正证实偏差）。消费者将对 OC 的喜好朝着预期的方向同化，因为实际与感知喜好的差异具有统计学意义（P<0.001）。然而，同化并不完全，因为实际喜好与预期喜好的差异也具有统计学意义（P<0.001）。消费者表现出对 OC 的支付意愿高于传统（1.90 欧元/100 克）和甚至有机奶酪（3.00 欧元/100 克）的当地零售价格（4.20+/-0.13 欧元/100 克）。我们得出结论，有关有机农业的信息可能是奶酪喜好和消费者支付意愿的主要决定因素，因此为产品差异化提供了一种潜在工具，特别是对于小规模和传统农场。
