Department of Agricultural and Environmental Sciences, University of Milan, Via Celoria 2, 20133 Milan, Italy.
Department of Environmental Science and Policy, University of Milan, Via Celoria 2, 20133 Milan, Italy.
Sci Total Environ. 2022 Aug 25;836:155602. doi: 10.1016/j.scitotenv.2022.155602. Epub 2022 May 4.
The food system produces emissions at all stages, from agriculture and its inputs, and the livestock sector is nowadays one of the most significant contributors to environmental problems. The European swine production system is mainly intensive and generates high external costs such as water and air pollution. As a response to these emerging issues, there is a growing interest in the relationships between marketing and sustainability, with people that have begun to pay much more attention to health, environmental friendliness, and quality of products. The aim of this study is to understand if there is a market for a high-quality "Parma ham PDO", produced in sustainable supply chain at an environmental, health and animal welfare level. In this paper, we use discrete choice experiments to investigate Italian consumer's preferences and their willingness to pay (WTP) for Parma ham PDO with different characteristics, amongst which the use of air scrubber technology reducing pollutants emissions. Results seem to encourage the pork industry in better exploring pollutant emissions' reduction, showing a consumers' willingness to pay for this production technology. Similarly, results of this study can suggest the existence of a niche market for this typology of production.
食品系统在各个阶段都会产生排放，包括农业及其投入，而畜牧业现在是造成环境问题的最重要因素之一。欧洲的生猪生产系统主要是集约化的，会产生大量的外部成本，如水污染和空气污染。作为对这些新出现问题的回应，人们对营销与可持续性之间的关系越来越感兴趣，越来越多的人开始更加关注健康、环保和产品质量。本研究旨在了解是否存在对高品质“帕尔玛火腿 PDO”的市场需求，这种火腿是在环境、健康和动物福利方面可持续供应链中生产的。在本文中，我们使用离散选择实验来调查意大利消费者对不同特性的帕尔玛火腿 PDO 的偏好及其支付意愿（WTP），其中包括使用空气净化器技术减少污染物排放。结果似乎鼓励猪肉行业更好地探索减少污染物排放，表明消费者愿意为这种生产技术支付费用。同样，这项研究的结果可以表明这种生产类型存在利基市场。
