Consumers bahavior towards the country of origin labeling policy: The case of the pasta market in Italy

Abstract

This study investigates the effect on the demand of pasta following the introduction of the mandatory country of origin labeling for wheat in Italy. This regulation opened a debate between producers, farmers, and consumer organizations on the opportunity posed by this policy. Using an online survey with a choice experiment conducted on 551 Italian pasta consumers, we demonstrated that consumers strongly approve this mandatory policy. This support suggests that place of wheat origin is relevant in driving the pasta choices of consumers and that they are willing to pay a premium price for pasta made with Italian wheat. Moreover, the extra utility that the consumers receive from purchasing pasta made with locally produced wheat is due by their support for the farmers and the agriculture sector [EconLit Citations: D12, Q13, Q18].

Hedonic Analysis of Dried Pasta Prices Using E-Commerce Data—An Explorative Study

“…Studies have analyzed consumers’ attitudes, acceptance, and preferences for several of pasta’s characteristics across various geographic locations, such as Italy, Poland, Australia, etc. A wide array of research methods, encompassing both qualitative (e.g., focus groups) and quantitative (e.g., means–end analysis and choice-based analysis) techniques, were employed [ 7 , 8 , 9 , 10 , 11 , 12 , 13 , 14 , 15 , 16 , 17 , 18 , 19 , 20 , 21 , 22 ]. These studies found that consumers primarily base their pasta choices on a few attributes, like wheat origin, brand, and price [ 8 , 13 , 19 , 20 , 22 ].…”

“…A wide array of research methods, encompassing both qualitative (e.g., focus groups) and quantitative (e.g., means–end analysis and choice-based analysis) techniques, were employed [ 7 , 8 , 9 , 10 , 11 , 12 , 13 , 14 , 15 , 16 , 17 , 18 , 19 , 20 , 21 , 22 ]. These studies found that consumers primarily base their pasta choices on a few attributes, like wheat origin, brand, and price [ 8 , 13 , 19 , 20 , 22 ]. In detail, Italian consumers show a strong preference for pasta made from Italian durum wheat.…”

“…In detail, Italian consumers show a strong preference for pasta made from Italian durum wheat. This is associated with a higher perceived quality, especially if it has a certified origin, like the protected geographical indication (PGI) [ 19 , 20 , 22 ]. Also, Italian consumers often equate Italian pasta brands with “Italian wheat”, but this is not always the case [ 22 ].…”

“…This is associated with a higher perceived quality, especially if it has a certified origin, like the protected geographical indication (PGI) [ 19 , 20 , 22 ]. Also, Italian consumers often equate Italian pasta brands with “Italian wheat”, but this is not always the case [ 22 ]. Furthermore, consumers highly value organic pasta, as well as pasta produced using whole wheat semolina and ancient durum wheat varieties, such as “Senatore Cappelli”, due to a mix of environmental, health, and cultural reasons [ 8 , 9 , 11 , 12 , 18 , 19 , 20 , 21 ].…”

“…In the past decade, the demand for various types of pasta in Italy has been on the rise, including whole flour pasta, organic pasta, as well as pasta made with alternative flours, and legumes, like pea flour, lentils, and chickpeas [ 3 ]. Consumers are also placing a strong emphasis on the country from which the raw material is produced, such as the case of the 100% made-in-Italy pasta, supporting the growth in market shares of Italian producers that use Italian durum wheat semolina [ 3 , 5 , 22 ]. Thus, the demand is largely oriented to products with additional features (e.g., organic, “100% Italian”) compared to the conventional pasta historically consumed in the Italian market.…”