Consumer Preferences for Cheese Products with Quality Labels: The Case of Parmigiano Reggiano and Comté

SIMPLE SUMMARY: A number of food quality schemes may be associated with dairy products, promoting specific production methods (e.g., organic) as well as products obtained from a narrow area of origin (e.g., protected designation of origin, PDO). The coexistence of multiple labels is less investigated in the literature, even if its role in consumer studies could reveal interesting hints for both the stakeholders in the production chains (e.g., to target marketing strategies) and for consumers, who could access more precise information about the origin and the production processes. In this study, we provide evidence of consumers’ preferences and willingness to pay for cheese products (Comté and Parmigiano Reggiano) in two EU countries (France and Italy, respectively). We found how consumers’ choices varied by combining the PDO label with other quality features (i.e., the organic label in France, and the Mountain Product label in Italy). Still, price remained the most important factor influencing consumers’ decisions; however, we found how combined food quality labels could influence consumers’ choices. We found different market segments in the two countries presenting more positive attitudes towards quality-labeled food products, thus providing stakeholders with helpful information on how to develop tailored marketing strategies. ABSTRACT: 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 (n = 400) and Italy (n = 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.