Menozzi Davide, Giraud Georges, Saïdi Monia, Yeh Ching-Hua
Department of Food and Drug, University of Parma, Via Kennedy 6, 43125 Parma, Italy.
UMR CESAER, AgroSup Dijon, University Bourgogne Franche-Comté, 21000 Dijon, France.
Foods. 2021 May 24;10(6):1176. doi: 10.3390/foods10061176.
This study aims at examining the consumers' preferences and drivers affecting the choice of quality-labelled food products, i.e., protected designation of origin (PDO) labelled cheese. We applied the theory of planned behaviour (TPB) to analyse the purchase of Parmigiano Reggiano PDO and Comté PDO hard cheeses in Italy and France, respectively. A cross-sectional sample of 808 consumers (400 French and 408 Italian) completed a questionnaire. Structural equation modelling (SEM) indicated perceived behavioural control (PBC) and attitude to be significant predictors of intention to purchase PDO-labelled cheese in France and Italy. Subjective and moral norms affected intention in France. Intention significantly influenced the hard cheese purchase behaviour. The results confirm that the TPB model predicted the self-reported measure of behaviour more than the observed one, measured with a discrete choice experiment, in both countries. The TPB interrelationships varied between countries, suggesting that food systems operators and public authorities should carefully target their intervention to stimulate the demand of PDO-labelled products.
本研究旨在考察消费者对带有质量标签的食品（即受保护地理标志（PDO）标签的奶酪）的偏好及影响其选择的驱动因素。我们运用计划行为理论（TPB）分别分析了意大利和法国消费者对帕尔马干酪PDO和孔泰PDO硬质奶酪的购买情况。808名消费者（400名法国人，408名意大利人）的横断面样本完成了一份调查问卷。结构方程模型（SEM）表明，在法国和意大利，感知行为控制（PBC）和态度是购买PDO标签奶酪意愿的重要预测指标。主观规范和道德规范在法国影响购买意愿。购买意愿对硬质奶酪的购买行为有显著影响。结果证实，在两国，TPB模型对自我报告行为的预测能力强于用离散选择实验测得的观察行为。TPB的相互关系在不同国家有所不同，这表明食品系统运营商和公共当局应谨慎地针对性干预，以刺激对PDO标签产品的需求。
