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What Is the Value of a “Mountain Product” Claim? A Ranking Conjoint Experiment on Goat’s Milk Yoghurt

Rural development is complex in marginal and disadvantaged areas, such as mountains, which impose high labour costs and restrict farmers in their choices of crop and livestock. To recognise this problem, the European Union regulates the use of the optional quality term “Mountain product” on the labe...

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Detalles Bibliográficos
Autores principales: Zanchini, Raffaele, Di Vita, Giuseppe, Panzone, Luca, Brun, Filippo
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2023
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10217659/
https://www.ncbi.nlm.nih.gov/pubmed/37238877
http://dx.doi.org/10.3390/foods12102059
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author Zanchini, Raffaele
Di Vita, Giuseppe
Panzone, Luca
Brun, Filippo
author_facet Zanchini, Raffaele
Di Vita, Giuseppe
Panzone, Luca
Brun, Filippo
author_sort Zanchini, Raffaele
collection PubMed
description Rural development is complex in marginal and disadvantaged areas, such as mountains, which impose high labour costs and restrict farmers in their choices of crop and livestock. To recognise this problem, the European Union regulates the use of the optional quality term “Mountain product” on the label. Consumers may recognise this label and be more willing to pay for it, resulting in higher revenues for producers using it. This study estimates the willingness to pay (WTP) for a mountain quality label. This WTP is then compared to that of functional and nutrition claims. For this purpose, we used a ranking conjoint experiment, using goat’s milk yoghurt—a typical mountain product—as a case study. Using a rank-ordered logit, we show that mountain quality labels generate a significant WTP, higher than that of functional claims. WTP differs by the demographic profile of the consumer. The study provided useful insights about the combination of the mountain quality label with different attributes. However, future studies are needed to adequately understand the potential of mountain certification as a supporting tool for farmers in marginal areas and for rural development.
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spelling pubmed-102176592023-05-27 What Is the Value of a “Mountain Product” Claim? A Ranking Conjoint Experiment on Goat’s Milk Yoghurt Zanchini, Raffaele Di Vita, Giuseppe Panzone, Luca Brun, Filippo Foods Article Rural development is complex in marginal and disadvantaged areas, such as mountains, which impose high labour costs and restrict farmers in their choices of crop and livestock. To recognise this problem, the European Union regulates the use of the optional quality term “Mountain product” on the label. Consumers may recognise this label and be more willing to pay for it, resulting in higher revenues for producers using it. This study estimates the willingness to pay (WTP) for a mountain quality label. This WTP is then compared to that of functional and nutrition claims. For this purpose, we used a ranking conjoint experiment, using goat’s milk yoghurt—a typical mountain product—as a case study. Using a rank-ordered logit, we show that mountain quality labels generate a significant WTP, higher than that of functional claims. WTP differs by the demographic profile of the consumer. The study provided useful insights about the combination of the mountain quality label with different attributes. However, future studies are needed to adequately understand the potential of mountain certification as a supporting tool for farmers in marginal areas and for rural development. MDPI 2023-05-19 /pmc/articles/PMC10217659/ /pubmed/37238877 http://dx.doi.org/10.3390/foods12102059 Text en © 2023 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Zanchini, Raffaele
Di Vita, Giuseppe
Panzone, Luca
Brun, Filippo
What Is the Value of a “Mountain Product” Claim? A Ranking Conjoint Experiment on Goat’s Milk Yoghurt
title What Is the Value of a “Mountain Product” Claim? A Ranking Conjoint Experiment on Goat’s Milk Yoghurt
title_full What Is the Value of a “Mountain Product” Claim? A Ranking Conjoint Experiment on Goat’s Milk Yoghurt
title_fullStr What Is the Value of a “Mountain Product” Claim? A Ranking Conjoint Experiment on Goat’s Milk Yoghurt
title_full_unstemmed What Is the Value of a “Mountain Product” Claim? A Ranking Conjoint Experiment on Goat’s Milk Yoghurt
title_short What Is the Value of a “Mountain Product” Claim? A Ranking Conjoint Experiment on Goat’s Milk Yoghurt
title_sort what is the value of a “mountain product” claim? a ranking conjoint experiment on goat’s milk yoghurt
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10217659/
https://www.ncbi.nlm.nih.gov/pubmed/37238877
http://dx.doi.org/10.3390/foods12102059
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