Is There a Promising Market for the A2 Milk? Analysis of Italian Consumer Preferences
| Autor: | Deborah Bentivoglio, Adele Finco, Giacomo Staffolani, Giorgia Bucci |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
030309 nutrition & dietetics
Geography Planning and Development lcsh:TJ807-830 lcsh:Renewable energy sources Healthy eating Management Monitoring Policy and Law WTP functional food 03 medical and health sciences 0404 agricultural biotechnology milk sector Marketing Consumer behaviour lcsh:Environmental sciences A2 milk Valuation (finance) Sustainable development lcsh:GE1-350 0303 health sciences Contingent valuation sustainable development Renewable Energy Sustainability and the Environment business.industry lcsh:Environmental effects of industries and plants consumer 04 agricultural and veterinary sciences 040401 food science Marketing strategy lcsh:TD194-195 Sustainable management Business marketing strategy contingent valuation |
| Zdroj: | Sustainability Volume 12 Issue 17 Sustainability, Vol 12, Iss 6763, p 6763 (2020) |
| ISSN: | 2071-1050 |
| DOI: | 10.3390/su12176763 |
| Popis: | 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. |
| Databáze: | OpenAIRE |
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