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

Lookup NU author(s): Dr Luca Panzone

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This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).

Abstract

© 2023 by the authors.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.

Publication metadata

Author(s): Zanchini R, Di Vita G, Panzone L, Brun F

Publication type: Article

Publication status: Published

Journal: Foods

Year: 2023

Volume: 12

Issue: 10

Print publication date: 01/05/2023

Online publication date: 19/05/2023

Acceptance date: 17/05/2023

Date deposited: 12/06/2023

ISSN (electronic): 2304-8158

Publisher: MDPI

URL: https://doi.org/10.3390/foods12102059

DOI: 10.3390/foods12102059

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