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

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.

The Role of Promoting Agricultural and Food Products Certified with European Union Quality Schemes

“…This trend reflects the growing consumer preference for products distinguished by their geography or origin. Consumers are making inferences about traditional origin and production methods through various methods of market communication, indicating a nuanced understanding and preference for products with such labels [ 5 ].…”

“…The research highlights the lack of consumer recognition for PDO and PGI logos in Romania and suggests that supermarkets are the primary locations for purchasing GI products, with preferences varying across products. The study [ 5 ] goes beyond and investigates consumer choices and willingness to pay for cheese products with quality labels in France and Italy. It focuses on Parmigiano Reggiano and Comté cheeses, combining PDO labels with other quality features like Mountain Product and organic labels.…”

“…It focuses on Parmigiano Reggiano and Comté cheeses, combining PDO labels with other quality features like Mountain Product and organic labels. The study [ 5 ] uses a random-parameter logit model to analyze online discrete choice experiments and examines consumers’ readiness to pay for these distinct cheese products. It also identifies the impact of personal characteristics on preferences, revealing that price is the most impactful factor, followed closely by the PDO quality label, particularly when paired with a second quality feature.…”

“…It also identifies the impact of personal characteristics on preferences, revealing that price is the most impactful factor, followed closely by the PDO quality label, particularly when paired with a second quality feature. Two consumer clusters in each country with favorable perceptions regarding quality-labeled food products were identified, providing valuable insights for tailored marketing strategies [ 5 ].…”

“…This gap is not merely academic but has real-world implications, particularly for policymaking and market strategies. Although consumer awareness of EU quality labels on agricultural and food products is gradually increasing, studies have shown that this awareness is still relatively low to medium overall [ 5 , 6 , 7 ]. Awareness tends to be higher among certain demographics, such as frequent Internet users, those in specific occupations, and wealthier households [ 8 ].…”