Milk packaging innovation: Consumer perception and willingness to pay

Merlino, Valentina Maria; Brun, Filippo; Versino, Alice; Blanc, Simone

doi:10.3934/agrfood.2020.2.307

Cited by 30 publications

(24 citation statements)

References 61 publications

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“…The respondents suggest that these farmers should cooperate so to have a higher market influence and to sell their products directly to the consumers, not through collectors or industrial dairy factories, being in line with other studies [8,9,79]. The suggestion in red is an environment-related one; the respondents ask for increased attention to recyclable or reusable packaging like glass, as new criteria for sustainable product choice [1,6,7,72,78]. Additionally, one of the preferred local brands stands out especially through their glass packaging.…”

Section: <25supporting

confidence: 70%

“…Adding on this, other studies point out that some European consumers are willing to pay more for locally captured fish, due to the trustful standards and effective communication regarding the standards [77]. Other aspects considered by consumers as worthy of paying more are innovative packaging solutions in the case of milk and dairy [78], or the provenance from small farms, that actually diminishes the need for organic certification [79]. Due to these previous studies, we consider that the willingness to pay more for milk and dairy with sustainability related aspects from the Romanian consumers is of further interest.…”

Section: Factors Influencing the Consumer Choice Of Milk And Dairymentioning

confidence: 99%

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Consumer Choice for Milk and Dairy in Romania: Does Income Really Have an Influence?

Ilie¹,

Lădaru

Diaconeasa

et al. 2021

Sustainability

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Milk and dairy are basic food products and their importance in healthy human development is well known. However, this does not mean that the consumers’ requests for these products are not evolving and fitting into the new context of sustainable development. By conducting a quantitative analysis on 847 answers regarding milk and dairy consumption offered by Romanian consumers, the objective of this study is to reveal what are the main factors of influence for respondents when choosing a milk or dairy product, and to see if these factors are evolving towards including sustainability-related aspects. The results point out that while price and store availability are still present as choice criteria, new aspects that might be related to a sustainable behavior, such as ecologic certification, country of origin or traditional products, are considered by the respondents when purchasing milk and dairy. However, this depends on the level of income; higher incomes allow respondents to consider new criteria.

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Section: <25supporting

confidence: 70%

Section: Factors Influencing the Consumer Choice Of Milk And Dairymentioning

confidence: 99%

Consumer Choice for Milk and Dairy in Romania: Does Income Really Have an Influence?

Ilie¹,

Lădaru

Diaconeasa

et al. 2021

Sustainability

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show abstract

“…Our results show that UHT c , if compared to FPc, are characterised by: (i) a younger demographic profile, (ii) a lower average annual income, and (iii) a majority of employees with a medium-high level of education. In accordance to their answers about the purchasing motivation of UHT milk, this group seems to be inclined to choose a milk that offers many advantages of product convenience (with longer shelf-life and higher storage temperatures) [ 69 , 102 ]. This result is consistent with previous findings in literature: younger people with an active job are more likely to choose UHT milk [ 103 , 104 ], forgoing the nutritional and organoleptic quality [ 96 , 105 ] of the product and emphasising the utilitarian dimension (level of service, how useful or beneficial the product is) [ 90 ].…”

Section: Resultsmentioning

confidence: 99%

“…Starting with a selection of 12 milk attributes, the BWS experimental design adopted in our research was developed using Sawtooth MaxDiff Designer software (SSI-version 8.4.6, Sawtooth Software, Orem, UT, USA; (accessed on 1 December 2021) as previously describe in Tabacco et al [ 65 ]. The 12 attributes of milk were selected based on other research selected from papers published from 2010 to 2020 in ISI or Scopus indexed journals on consumer food preferences assessment and milk in particular [ 6 , 54 , 66 , 67 , 68 , 69 , 70 , 71 , 72 , 73 ]. Selected items were intrinsic (fat content-skim, partially skimmed, or whole-expiration date, taste, nutritional value), extrinsic (price, packaging material-plastic bottle, carton, glass-brand, information in the label), and belief attributes (organic certification, high-quality certification, local origin, country of origin).…”

Section: Methodsmentioning

confidence: 99%

Which Factors Drive Consumer Decisions during Milk Purchase? New Individuals’ Profiles Considering Fresh Pasteurized and UHT Treated Milk

Merlino

Massaglia

Borra

et al. 2021

Foods

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The cow’s milk market is going through a critical period characterised by a continuous contraction in consumption as a consequence of the lack of competitiveness on the market of the conventional product (commodity) versus numerous specialties. This paper aimed to define the profiles of milk consumers in terms of individual preferences (assessed using the best-worst scaling methodology) and socio-demographic features. A survey was conducted in several stores of large-scale retail, convenience stores, and open-air markets distributed in north-west Italy to collect data from 1216 respondents. For milk shopper purchasing habits, two consumer groups were defined and compared in terms of preferences: the fresh pasteurized milk consumer (FPc) (56% of the total sample) and the ultra-high temperature treated milk consumer (UHTc) (35%). A series of two-ways multivariate analysis of variance (MANOVA) were conducted to assess the effect of individuals’ socio-demographic characteristics and the type of milk chosen on the consumer preferences, simultaneously. Significant differences in milk purchasing habits and preferences emerged when comparing the two consumer groups (UHTc and FPc). Empirical evidence of the study supported the starting hypothesis, suggesting the significance or relevance of the consumer socio-demographic characteristic, as well as their interaction effect with the type of milk on the level of importance given to the considered milk quality attributes. On the contrary, the gender results were not significant for the milk preferences definition. The assessment of consumer preferences, associated with the individuals’ socio-demographic characteristics could have important implications for outlining more effective marketing strategies based on a more targeted communication (i.e., related to the sustainability dimension of the local product, nutritional value and brand), leading the consumer back to the commodity rediscovery concerning individuals’ features and habits.

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“…Resilience and sustainability are keywords for the future of the dairy sector. This can be achieved with innovation as a way to reconcile the need for farmers to earn a decent living, consumer demand for healthy and quality dairy products, and environmental/animal health requirements [15,16]. The original A2 milk is produced by breeds that are typically the more "traditional", such as Pezzata Rossa and Bruna cows, that can be raised in marginal areas and which have not been as greatly impacted by over-breeding.…”

Section: Introductionmentioning

confidence: 99%

Is There a Promising Market for the A2 Milk? Analysis of Italian Consumer Preferences

et al. 2020

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Milk consumption has been on the decline for decades. Part of the cause for this is due to changes in consumer behavior and interest in healthy eating. The aim of this study was to estimate the premium price that consumers are willing to pay for A2 milk. A2 milk is a newcomer type of product containing only A2 beta-casein that is spreading in many countries of the world as a functional food. In addition, it is produced by traditional breeds of cattle that are adapted to the marginal areas and could be a virtuous model of the sustainable management system to which the consumer lately seems to turn in an increasingly conscious way. To accomplish this aim, contingent valuation has been used, which permits using a survey and a direct estimation of the premium price that consumers are willing to pay (WTP). The question format used is a dichotomous choice valuation based on a double-bound model. Statistical analysis was carried out using descriptive statistical analysis. The empirical results reveal that consumers are willing to pay a premium for A2 milk. In addition, individuals interested in product quality and already buying functional products are attracted to this type of product.

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Milk packaging innovation: Consumer perception and willingness to pay

Cited by 30 publications

References 61 publications

Consumer Choice for Milk and Dairy in Romania: Does Income Really Have an Influence?

Consumer Choice for Milk and Dairy in Romania: Does Income Really Have an Influence?

Which Factors Drive Consumer Decisions during Milk Purchase? New Individuals’ Profiles Considering Fresh Pasteurized and UHT Treated Milk

Is There a Promising Market for the A2 Milk? Analysis of Italian Consumer Preferences

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