Are Consumers Willing to Pay More for a “Made in” Product? An Empirical Investigation on “Made in Italy”

Cappelli, Lucio; D’Ascenzo, Fabrizio; Natale, Luisa; Rossetti, Francesca; Ruggieri, Roberto; Vistocco, Domenico

doi:10.3390/su9040556

Cited by 13 publications

(7 citation statements)

References 58 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The answers collected from the discussion are graphically depicted in Figure 2 using word clouds. It is a visual representation of text data, widespread for reporting qualitative data (Cappelli et al, 2017). The most frequent words appeared to represent the key concerns of consumers while purchasing dairy products, as it has demonstrated from the word cloud.…”

Section: Purchasing Behaviour 41 Consumers' Concerns While Purchasing Dairy Productsmentioning

confidence: 99%

Understanding Chinese consumers' safety perceptions of dairy products: a qualitative study

Maitiniyazi

Canavari

2021

BFJ

View full text Add to dashboard Cite

PurposeDairy products are an essential part of a healthy diet, and dairy is an emerging food industry in China. Meanwhile, the dairy industry is one of the “disaster zones” with quality and safety issues occurring more frequently in its supply chain than in others. Based on qualitative research focused on consumers in the Northwest and South of China, the present study aims to understand and provide information on consumer perception of food safety in dairy products.Design/methodology/approachNine focus group interviews were carried out from January to April 2018. Altogether, 61 participants (24 males, 37 females, aged 18–60 years) were recruited in four cities. Qualitative content analysis of the data was conducted using Nvivo version 11.4.0.FindingsA high concern with the safety of dairy products is widespread, particularly among participants with children, who are especially worried about the safety of dairy products. High prevalence of food safety incidents causes consumers to lower their confidence in food safety, and make them pay more attention to the news about food safety incidents. Consumers tend to become less sensitive to price, focusing more on food safety and quality, while purchasing dairy products. Brand and purchase venue are the most important indicators for consumers to determine the quality of dairy products. Safety certification becomes increasingly important.Research limitations/implicationsIt has some limitations. The focus group interviews covered different two regions (Northwest and South of China). However, the number of focus groups was limited to nine because of budget constraints. The participants come from Northwest and South of the country, which means that the findings may not apply for another area of the country. A more representative sampling with a larger sample size would be necessary to increase the validity of the study. However, the results can serve as input for further research.Originality/valueThis paper explores the Chinese consumers' perception of food safety and dairy products, consumers' behaviour concerning dairy products based on focus group interviews with consumers. This study offers valuable insights to members of academia, food suppliers and policy-makers.

show abstract

Section: Purchasing Behaviour 41 Consumers' Concerns While Purchasing Dairy Productsmentioning

confidence: 99%

Understanding Chinese consumers' safety perceptions of dairy products: a qualitative study

Maitiniyazi

Canavari

2021

BFJ

View full text Add to dashboard Cite

show abstract

“…Researches on the image of the "Made in Italy" brand have demonstrated the real significance of the brand image, placing it in the top position for brand awareness in most countries (Cappelli et. al, 2017).…”

Section: Country Of Originmentioning

confidence: 99%

“…The paper fills a gap in the literature, since there are few references for an understanding of the real value of "Made in Italy" expressed in terms of orientation towards "Made in Italy" products, and there are scant quantifications of the willingness to pay for "Made in Italy" products. It has emerged that there is both a robust recognition of "Made in Italy" products in terms of high-quality, and a manifest willingness to pay a price increase of 10% to 30% (Cappelli et al, 2017). For this reason, the objective of the present study is to expand the field survey by introducing the concept of "innovation", and seeking to verify whether, and if so to what extent, consumers perceive the innovation as an element of identification of "Made in Italy" products, in order to analyze the propensity and the consumer attitude towards such products.…”

Section: Introductionmentioning

confidence: 99%

The attitude of consumers towards “Made in Italy” products. An empirical analysis among Italian customers

Cappelli

D’Ascenzo

Ruggieri

et al. 2019

Management &Amp; Marketing. Challenges for the Knowledge Society

Self Cite

View full text Add to dashboard Cite

The paper is part of a broader research project studying consumer’s attitude towards “Made in Italy” products through empirical investigation. The research questions addressed are: 1) Does recognition in terms of the qualitative characterization of “Made in Italy” products exist? And if so, 2) are people willing to pay, in quantitative terms, a premium price for such products? From a theoretical standpoint, the research seeks to fill a gap in the literature, since studies combining the “made in” characteristic with measured “willingness to pay” are neither conventional nor numerous. The specific purpose of this contribution is to analyze the relationship between the purchase of “Made in Italy” products, recognition of the quality and willingness to pay a premium price on the part of Italian consumers, reporting the results of an empirical research. The survey involved a total of 315 Italian consumers while three commodity sectors were analysed: food, fashion and mechanical automation. The results confirm that there is a propensity to purchase “Made in Italy” products which does not seem to be a matter of irrational consumer behaviour. “Made in Italy” is confirmed as a conceptual category consolidated in the minds of consumers, since there is clear recognition of these products in terms of qualitative characterization. These and other results of the research (which need to be confirmed and extended with further empirical investigations) should prove relevant both to the literature and as indications for public policies and the strategies of companies operating in the sectors examined. For the literature this research can be useful because there is no complete overview of quantitative data on the premium price. It can also serve for public policies because quantification of the premium price can influence the choices and strategies of companies. This study shows a significant willingness to pay a premium price for the three sectors analyzed, although the premium price is not homogeneous: while the measures range mostly between 10 and 30%, higher values appear for products in the food sector.

show abstract

“…The main results obtained so far by Cappelli et al (2016Cappelli et al ( , 2017Cappelli et al ( , 2019 [1][2][3] have clearly shown that Made in Italy products not only represent a well-defined conceptual category in the minds of Italian consumers, but that there is a premium price for Made in Italy products in the studied sectors (food, furniture, textile/clothing, mechanical automation), within a range of 10-30% depending on a sector. The results obtained so far [3] have shown that the premium price is generally higher for Made in Italy products in the food sector.…”

Section: Introductionmentioning

confidence: 99%

The Willingness to Pay in the Food Sector. Testing the Hypothesis of Consumer Preferences for Some Made in Italy Products

et al. 2020

Self Cite

View full text Add to dashboard Cite

Previous publications have shown that Italian consumers are willing to pay a premium price for certain categories of Made in Italy products. The premium price has proven to be higher in the food sector. This study provides an extensive literature review on the topic and aims to test a hypothesis regarding consumer preferences towards some Made in Italy food products of mass consumption (olive oil, meat and fish), with specific reference to the value systems that influence the purchase. This paper studies the correlation between the potential willingness to pay a premium price for the mentioned products and the characteristics of consumers’ sample. The results obtained confirm the willingness to pay for Made in Italy products and correlate the willingness to pay a premium price with the level of education of the respondents to the questionnaire. Thus, these findings show that consumers with a higher educational level tend to make more sustainable food choices and by doing so lean toward a sustainable lifestyle.

show abstract

Are Consumers Willing to Pay More for a “Made in” Product? An Empirical Investigation on “Made in Italy”

Cited by 13 publications

References 58 publications

Understanding Chinese consumers' safety perceptions of dairy products: a qualitative study

Understanding Chinese consumers' safety perceptions of dairy products: a qualitative study

The attitude of consumers towards “Made in Italy” products. An empirical analysis among Italian customers

The Willingness to Pay in the Food Sector. Testing the Hypothesis of Consumer Preferences for Some Made in Italy Products

Contact Info

Product

Resources

About