Department of Science of Agriculture, Food and Environment University of Foggia, 71121 Foggia, Italy.
School of Agriculture, Policy and Development, University of Reading, Reading RG6 6BZ, UK.
Nutrients. 2019 Nov 26;11(12):2881. doi: 10.3390/nu11122881.
The aim of this paper is to investigate consumers' preferences and willingness to pay (WTP) for functional mozzarella cheese whose health benefits (reduced fat and enrichment in omega-3) are communicated by using nutrition claims (article 8) and health claims (articles 13 and 14) of the EU Regulation 1924/2006. In order to achieve the stated objective a choice survey was developed and administered to a sample of Italian respondents. The product attributes and attribute levels included in the choice experiment were obtained from in-depth interviews conducted with stakeholders working on the development of this new product in the Italian region of Puglia. Results show that many participants were not aware of functional food. Marketing segmentation performed via latent class analysis indicates that the development of this hypothetical product should be based on the addition of naturally enriched omega-3. In terms of health communication under Regulation 1924/2006, heterogeneity of preferences of the nine identified segments reveals that respondents have a clear preference for products from the Puglia region, for the combined nutrition claim over single nutrition claims and for the reduction of disease health claim (article 14) over the health claim (article 13). In monetary terms, willingness to pay for health claims is higher than nutrition claims.
本文旨在研究消费者对功能性马苏里拉奶酪的偏好和支付意愿（WTP），这些奶酪的健康益处（降低脂肪和富含欧米伽 3）通过使用欧盟法规 1924/2006 的营养声明（第 8 条）和健康声明（第 13 条和第 14 条）来传达。为了实现既定目标，进行了一项选择调查，并对意大利的受访者进行了调查。选择实验中包含的产品属性和属性水平是通过与在意大利普利亚地区开发这种新产品的利益相关者进行深入访谈获得的。结果表明，许多参与者并不了解功能性食品。通过潜在类别分析进行的营销细分表明，应该基于天然富含欧米伽 3 来开发这种假设产品。在 1924/2006 号法规下的健康信息传递方面，九个识别出的细分市场的偏好异质性表明，受访者明显偏爱来自普利亚地区的产品，偏爱联合营养声明而不是单一营养声明，偏爱减少疾病健康声明（第 14 条）而不是健康声明（第 13 条）。从货币角度来看，对健康声明的支付意愿高于营养声明。
