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Consumer willingness to pay for food quality labels: evaluating the prosciutto di parma PDO quality differentiation strategy

Author

Listed:
  • Capelli, Maria Giacinta
  • Menozzi, Davide
  • Arfini, Filippo

Abstract

This poster paper aims to investigate the consumers’ preferences and willingness to pay for different quality strategies associated with the designations Prosciutto di Parma PDO. After a qualitative analysis, an on-line choice experiment was conducted on a sample of 250 Italian consumers. A multinomial logit model was tested to assess the relative importance of quality attributes. The results show that price, a “high quality” PDO label and the ageing period are the most important attributes for consumers. These findings provide Consortium members with an important food for thought for the development of future strategies for the Designation of Origin.

Suggested Citation

  • Capelli, Maria Giacinta & Menozzi, Davide & Arfini, Filippo, 2014. "Consumer willingness to pay for food quality labels: evaluating the prosciutto di parma PDO quality differentiation strategy," 2014 International Congress, August 26-29, 2014, Ljubljana, Slovenia 182917, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaae14:182917
    DOI: 10.22004/ag.econ.182917
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    File URL: https://ageconsearch.umn.edu/record/182917/files/Poster_paper_PP_PDO_ham.pdf
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    References listed on IDEAS

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    1. Dentoni, Domenico & Menozzi, Davide & Capelli, Maria Giacinta, 2012. "Group heterogeneity and cooperation on the geographical indication regulation: The case of the “Prosciutto di Parma” Consortium," Food Policy, Elsevier, vol. 37(3), pages 207-216.
    2. Ivo A. van der Lans & Koert van Ittersum & Antonella De Cicco, 2001. "The role of the region of origin and EU certificates of origin in consumer evaluation of food products," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 28(4), pages 451-478, December.
    3. Nick Hanley & Douglas MacMillan & Robert E. Wright & Craig Bullock & Ian Simpson & Dave Parsisson & Bob Crabtree, 1998. "Contingent Valuation Versus Choice Experiments: Estimating the Benefits of Environmentally Sensitive Areas in Scotland," Journal of Agricultural Economics, Wiley Blackwell, vol. 49(1), pages 1-15, March.
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