Menozzi Davide, Yeh Ching-Hua, Cozzi Elena, Arfini Filippo
Department of Food and Drug, University of Parma, Via J. F. Kennedy 6, 43125 Parma, Italy.
Institute for Food and Resource Economics, University of Bonn, Nußallee 21, 53115 Bonn, Germany.
Animals (Basel). 2022 May 18;12(10):1299. doi: 10.3390/ani12101299.
The paper examined the potential demand for a food specialty dairy product, cheese, with alternative multiple labels. A random-parameter logit model was applied to interpret the results of online discrete choice experiments (DCE) for the elicitation of the preference of the cheese consumers surveyed in two European countries, France ( = 400) and Italy ( = 408). We analyzed consumers' choices of quality-labeled cheeses, i.e., protected-designation-of-origin (PDO)-labeled Parmigiano Reggiano and Comté. Other features were tested, such as organic (Comté) and Mountain Product (Parmigiano Reggiano) labels, companies' brands and price. The paper contributes to the literature on credence attributes by examining consumers' willingness to pay (WTP) for differentiated cheese products in two EU countries, and by identifying the effects of personal characteristics, in terms of socio-demographics and level of product involvement, on the differences in preferences. The results show that price was the most important attribute in both countries, followed by the PDO quality label, particularly when paired with the second quality feature. Two cheese consumer segments were identified via latent class models in each country, helping producers to improve their marketing of agri-food products with a high gastronomic value and differentiation potential.
该论文研究了具有多种替代标签的特色食品乳制品——奶酪的潜在需求。应用随机参数logit模型来解释在线离散选择实验（DCE）的结果，该实验旨在了解在法国（n = 400）和意大利（n = 408）这两个欧洲国家接受调查的奶酪消费者的偏好。我们分析了消费者对带有质量标签的奶酪的选择，即受保护原产地名称（PDO）标签的帕尔马干酪和孔泰奶酪。还测试了其他特征，如有机（孔泰奶酪）和山地产品（帕尔马干酪）标签、公司品牌和价格。本文通过研究两个欧盟国家消费者对差异化奶酪产品的支付意愿（WTP），以及识别社会人口统计学和产品参与程度等个人特征对偏好差异的影响，为有关信任属性的文献做出了贡献。结果表明，价格在两国都是最重要的属性，其次是PDO质量标签，特别是当与第二个质量特征搭配时。通过潜在类别模型在每个国家识别出了两个奶酪消费群体，这有助于生产商改进其具有高美食价值和差异化潜力的农产品营销。
