Testing consumer propensity towards novel optional quality terms: An explorative assessment of “mountain” labelled honey

Brun, Filippo; Zanchini, Raffaele; Mosso, Angela; Vita, Giuseppe Di

doi:10.3934/agrfood.2020.2.190

Cited by 18 publications

(25 citation statements)

References 23 publications

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“…Regarding young consumers, a single recent study has shown a positive perception of this type of product by millennials, in particular by female consumers. However, older generations have also shown a greater interest in this certification (Brun et al, 2020).…”

Section: Consumption Style Linked To Territory and Originmentioning

confidence: 99%

The role of intrinsic and extrinsic characteristics of honey for Italian millennial consumers

Blanc

Zanchini

Vita

et al. 2021

BFJ

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PurposeThis study aims to examine the importance that different intrinsic and extrinsic attributes represent for young Italian consumers of honey, analysing how these aspects influence the quality perceived during consumption. In addition, demographic and lifestyle aspects have been considered as possible discriminants influencing millennial generation honey consumers.Design/methodology/approachThe authors performed a non-parametric rank-based test (Mann–Whitney U test) to analyse which attributes millennials value most, relating these to gender, sports activity or rural and urban origin. Then, to identify consumption patterns, principal component analysis, applying Kaiser normalisation and varimax rotation, was used.FindingsThis study confirms the remarkable sensitivity of the millennials towards environmental sustainability aspects. This attribute of choice seems particularly important for a clearly identifiable segment of the sample examined, represented by women who regularly practice sports and who come from urban areas. This result makes it possible to identify a type of consumer who, from early adulthood, is mindful of their lifestyle and ecological footprint. Moreover, it emerges that the most important attributes during purchasing are those related to label information, local product and origin, highlighting the awareness of young people and their maturity in the consumption of agro-food products.Originality/valueThe authors identified a trend in consumption that diverges from the classic patterns based on brand and the intrinsic characteristics of honey, but which forges new pathways more closely intertwined with the aspects of sustainability and the relationship with the territory, in addition to food safety.

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Section: Consumption Style Linked To Territory and Originmentioning

confidence: 99%

The role of intrinsic and extrinsic characteristics of honey for Italian millennial consumers

Blanc

Zanchini

Vita

et al. 2021

BFJ

Self Cite

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show abstract

“…Some researchers [58] found that high honey consumption was linked to a medium/high income level together with social status of Romanian consumers. In our case, honey consumption decreased with increasing age, and this finding could be due to the fact that in Italy younger people show a higher level of appreciation for honey than older people [38]. Moreover, gender is an important aspect that drives the frequency of honey consumption [38,41,42].…”

Section: Discussionmentioning

confidence: 61%

“…Moreover, the negative sign for the color of the honey reveals that the probability of having a higher frequency of consumption increase among consumers who did not pay attention to the color of the honey. Finally, it is important to observe that the monthly frequency of honey consumption decreases with gender and the increasing age of the respondents, and this result could be due to the fact that in Italy young women show a higher level of appreciation for honey than older people [38].…”

Section: Resultsmentioning

confidence: 99%

“…Honey is a beneficial food for health, environment, economy and society, and it could be therefore marketed as a product that can potentially increase the sustainability of the local food systems [3][4][5]38]. According to Wu et al [15], consumers demonstrated greater demand for locally produced honey, and according to Cosmina et al [17], the country of origin and organic features were crucial parameters for consumer behaviors.…”

Section: Discussionmentioning

confidence: 99%

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Italian Consumer Preferences for Eucalyptus Honey: An Exploratory Study

et al. 2022

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The growing concern for environmental issues has underlined the need to promote sustainable consumption and production. Taking into consideration the three pillars of sustainability, honey should be seen as an important food from a sustainability perspective. Among honey varieties, the eucalyptus one is becoming increasingly popular with people for its aroma and the plant’s therapeutic properties. However, the beekeeping sector in Italy does not yet have sufficient knowledge and understanding of consumer needs with a view to increasing earnings. This paper aimed to analyze the drivers that make people pick eucalyptus honey and tries to investigate which extrinsic and intrinsic quality attributes affect consumer behavior. Data came from an online survey of 403 Italian honey consumers. An ordered Probit model was applied. The results show that consumers consider the taste, viscosity, therapeutic properties, brand reputation, variety, geographical indication, Italian origin, and organic certification of honey as the most important factors that drive the consumption of eucalyptus honey. The findings of the study should help the beekeepers and provide them with the right tools of communication, such as quality or sustainability labeling, thereby increasing their competitiveness.

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“…A group of studies assessed the importance attached by consumers to the MP for specific types of products. Brun et al [41] discovered that consumers have a positive attitude towards MP honey, Bentivoglio et al [42] found that consumers are willing to pay more for MP milk, while Mazzocchi et al [43] and Mazzocchi and Sali [23] obtained similar results for cheese. Comparable conclusions were reached by Resano and Sanjuán [44] and Sanjuán and Khliji [45] in their studies on beef meat in Spain.…”

Section: Mp As a Valorization Instrument For Marginal Areasmentioning

confidence: 97%

The EU Mountain Product Voluntary Quality Term as a Valorization Tool for Livestock Farms: Challenges and Opportunities in an Alpine Context

et al. 2022

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European mountain areas have experienced a persistent loss of agricultural land and economic activities over time, with negative effects from both an environmental and a cultural perspective. In 2012, the European Union devised the mountain product (MP) quality term to provide to mountain producers a tool to better market their products and thus increase their income. In this article, we tried to understand what the current challenges and opportunities are concerning this quality term, focusing on meat products in the Italian Alpine context. To this end, interviews were conducted with producers who are allowed to use the term on meat in this area and with regional persons in charge of the food quality policy. The SWOT analysis performed on the results of these interviews highlights that the lack of stringent requirements and simple bureaucratic procedures are the main strengths of this tool, while the interest of consumers in mountain products is a factor that can stimulate the spread of its use. However, four crucial needs should be addressed, namely increasing consumers’ awareness of MP, providing information on MP to producers, increasing the protection of the term and developing a more collaborative approach among producers.

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Testing consumer propensity towards novel optional quality terms: An explorative assessment of “mountain” labelled honey

Cited by 18 publications

References 23 publications

The role of intrinsic and extrinsic characteristics of honey for Italian millennial consumers

The role of intrinsic and extrinsic characteristics of honey for Italian millennial consumers

Italian Consumer Preferences for Eucalyptus Honey: An Exploratory Study

The EU Mountain Product Voluntary Quality Term as a Valorization Tool for Livestock Farms: Challenges and Opportunities in an Alpine Context

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