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Choice Drivers for Quality-Labelled Food: A Cross-Cultural Comparison on PDO Cheese

Author

Listed:
  • Davide Menozzi

    (UNIPR - Università degli studi di Parma = University of Parma)

  • Georges Giraud

    (CESAER - Centre d'Economie et de Sociologie Rurales Appliquées à l'Agriculture et aux Espaces Ruraux - AgroSup Dijon - Institut National Supérieur des Sciences Agronomiques, de l'Alimentation et de l'Environnement - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement)

  • Monia Saïdi

    (CESAER - Centre d'Economie et de Sociologie Rurales Appliquées à l'Agriculture et aux Espaces Ruraux - AgroSup Dijon - Institut National Supérieur des Sciences Agronomiques, de l'Alimentation et de l'Environnement - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement)

  • Ching-Hua Yeh

    (Rheinische Friedrich-Wilhelms-Universität Bonn)

Abstract

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.

Suggested Citation

  • Davide Menozzi & Georges Giraud & Monia Saïdi & Ching-Hua Yeh, 2021. "Choice Drivers for Quality-Labelled Food: A Cross-Cultural Comparison on PDO Cheese," Post-Print hal-03377362, HAL.
    • Handle: RePEc:hal:journl:hal-03377362
    DOI: 10.3390/foods10061176
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    Cited by:

    1. Fatima Lambarraa-Lehnhardt & Rico Ihle & Hajar Elyoubi, 2021. "How Successful Is Origin Labeling in a Developing Country Context? Moroccan Consumers’ Preferences toward Local Products," Sustainability, MDPI, vol. 13(15), pages 1-17, July.

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