No abstract

The present study investigated Italian consumers’ awareness, perception, knowledge of European Union (EU) quality certifications: Protected Designation of Origin (PDO), Protected Geographical Indication (PGI), Traditional Specialty Guaranteed (TSG), and organic as well as the consumption of agri-food products carrying those certifications. A total of 212 consumers responsible for food purchases took part in a web-based survey between June and December 2019, inclusive. Descriptive statistics were calculated in relation to the data collected, followed by a factor analysis to reduce data dimensionality, and a cluster analysis on the latent variables generated, to identify similarities and differences among respondents. Awareness, perception, knowledge and consumption of agri-food products carrying EU quality labels has increased among consumers in recent years. The results related to the consumer’s knowledge of quality-certified products showed that more than half of respondents were able to spontaneously quote examples of PDO (76%), PGI (56%) and organic food products (73%) while only 33% of participants could name at least one TSG product. The general awareness of the guarantees offered by PDO and PGI certifications was also assessed in relation to production processes, the natural and human factors of a particular environment and the reputation and quality of a particular region. Cluster analysis showed that consumers with the highest education were most likely to value EU quality certifications and support their local economies. The information obtained have practical implications for marketing and communication of European certified food products at national and international level.

The objective of this paper was twofold. First, we estimated consumer preferences for an Italian cheese (Provolone Valpadana) with respect to several attributes and levels, such as price, origin certification, production system, ‘free from’ labelling, and brand. Second, we identified consumer clusters with similar preferences for various cheese characteristics. Preferences were estimated using the conjoint analysis method. Then, a cluster analysis was used to classify consumers into different (three) clusters followed by a market simulation. In all three clusters, the attribute most preferred by Italian consumers was the brand of the cheese: consumers preferred to purchase Provolone cheese having the lowest price, produced by Auricchio, bearing a European Union (EU) quality certification, produced organically, and non-lactose-free. The results of our study provide helpful information to food companies for better segmenting their market and targeting their consumers, as well as effectively promoting their products using brands, certifications as organic and lactose-free. This study contributes to the literature on consumer preference for the EU labelling scheme (voluntary and mandatory). To our knowledge, this is the first study to investigate this combination of multiple labels displayed on the front of Italian cheese packaging.

The diversification of agri-food products through emerging chains has a fundamental socio-economic role in Ecuador. However, a substantial amount of research has focused solely on examining agronomic yield. Conversely, there is a shift in the agri-food chain perspective to more sustainable production and consumption models. Socio-economic sustainability, chain configuration, and governance are aspects that can be improved. In this sense, socio-economic and productive factors are consequential with the level of development and still affect chain development. This study aimed to analyze social and production aspects to understand the dynamics of the Inca berry chain. Thus, vertical and horizontal dimensioning was introduced to contribute with relevant insights. The framework applied includes a revision of primary and support activities and high and low relevance flows. The research clustered pre-production, production, and post-production levels mapping the food chain, and identifying its actors. Results show several viable long-term strategies, such as marketing channel diversification, the intervention of academic institutions, and the empowerment of associations aimed towards circular economic models. The main contribution is the application of the chain configuration to assess performance. Based on the results obtained, our recommendation is to incorporate new indicators to analyze the environmental and institutional components in-depth. Both production unit professionals and academics may find this study useful to operationalize sustainability in agri-food chains.