The aim of the present work was to investigate the consumers’ willingness to pay (WTP) for dairy products obtained by grazing animals or fed with a high forage/concentrate ratio diet. To this aim, a survey was carried out on Italian consumers in the Campania Region and data collected were analyzed both by simple descriptive statistics and by an econometric model. Our results highlight that young age, knowledge of milk properties, and a healthy lifestyle are extremely important components in determining a higher WTP.

In the internal areas of Cilento, province of Salerno (Campania), the Cilentana, a small native goat breed population, is reared quite widespread, due to its dual-purpose attitude and to its typical productions. The extensive livestock system adopted for this breed allows the use of otherwise abandoned territories and a sustainable farming capable of ensuring high-quality levels. In addition, Cilentana goat farming represents an important source of income for the local communities and also preserves the territory itself guaranteeing the protection of biodiversity and the conservation of local activities that have a historical tradition. The aim of this study is twofold: give an overview of Cilentana breed morphological and productive traits linked to the historical and gastronomic tradition of the area and emphasize the economic role of this breed in the perspective of the ongoing new Common Agricultural Policy (CAP) rules.

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