Market Opportunities for Hay Milk: Factors Influencing Perceptions among Italian Consumers
Central and South Italy are characterized by small-scale dairy farms and growing abandonment by farmers for other, better-paid, off-farm jobs. New marketing concepts for milk can be one solution to remunerate mountain farmers for their efforts. This study investigates the potential market for hay mi...
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| Format: | Article |
| Language: | English |
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MDPI AG
2021-02-01
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| Series: | Animals |
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| Online Access: | https://www.mdpi.com/2076-2615/11/2/431 |
| _version_ | 1797413241992773632 |
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| author | Nadia Palmieri Alessandra Pesce Milena Verrascina Maria Angela Perito |
| author_facet | Nadia Palmieri Alessandra Pesce Milena Verrascina Maria Angela Perito |
| author_sort | Nadia Palmieri |
| collection | DOAJ |
| description | Central and South Italy are characterized by small-scale dairy farms and growing abandonment by farmers for other, better-paid, off-farm jobs. New marketing concepts for milk can be one solution to remunerate mountain farmers for their efforts. This study investigates the potential market for hay milk in Italy. In particular, we want to understand which variables drive the people’s willingness to consume hay milk, and if the European food quality certification schemes impact on people’s willingness to consume milk from hay-fed cows. Data were collected from a sample of consumers from Central and South Italy (<i>n</i> = 331) using a web-based survey. Later, a discrete choice probit model was applied. The main results indicate that aspects as curiosity, the production place of food, the local culinary traditions, label, and environmental issues play an important role in the people’s consumption intentions for milk from hay-fed cows. Moreover, the survey highlights that the respondents had positive opinion towards hay milk and highlighted some important marketing implications for the Italian milk sector. The study findings could encourage discussion about a niche market to boost local growth, initiating a process of improving livelihoods, certification of products, and use of the marketing tools addressed towards a specific milk consumer’s profile. In other words, the study could provide useful implications for food manufacturers and facilitate the design of marketing strategies for hay milk produced in Central and South Italy. |
| first_indexed | 2024-03-09T05:14:53Z |
| format | Article |
| id | doaj.art-5715db907bea4afdbd9748b140d2919d |
| institution | Directory Open Access Journal |
| issn | 2076-2615 |
| language | English |
| last_indexed | 2024-03-09T05:14:53Z |
| publishDate | 2021-02-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Animals |
| spelling | doaj.art-5715db907bea4afdbd9748b140d2919d2023-12-03T12:46:34ZengMDPI AGAnimals2076-26152021-02-0111243110.3390/ani11020431Market Opportunities for Hay Milk: Factors Influencing Perceptions among Italian ConsumersNadia Palmieri0Alessandra Pesce1Milena Verrascina2Maria Angela Perito3CREA–Research Center for Engineering and Agro-Food Processing, 00015 Monterotondo, ItalyCREA, Council for Agricultural Research and Agricultural Economics Analysis Research Center for Politics and Bioeconomy, 00198 Rome, ItalyCREA, Council for Agricultural Research and Agricultural Economics Analysis Research Center for Politics and Bioeconomy, 00198 Rome, ItalyFaculty of Bioscience and Technology for Food, Agriculture and Environment, University of Teramo, 64100 Teramo, ItalyCentral and South Italy are characterized by small-scale dairy farms and growing abandonment by farmers for other, better-paid, off-farm jobs. New marketing concepts for milk can be one solution to remunerate mountain farmers for their efforts. This study investigates the potential market for hay milk in Italy. In particular, we want to understand which variables drive the people’s willingness to consume hay milk, and if the European food quality certification schemes impact on people’s willingness to consume milk from hay-fed cows. Data were collected from a sample of consumers from Central and South Italy (<i>n</i> = 331) using a web-based survey. Later, a discrete choice probit model was applied. The main results indicate that aspects as curiosity, the production place of food, the local culinary traditions, label, and environmental issues play an important role in the people’s consumption intentions for milk from hay-fed cows. Moreover, the survey highlights that the respondents had positive opinion towards hay milk and highlighted some important marketing implications for the Italian milk sector. The study findings could encourage discussion about a niche market to boost local growth, initiating a process of improving livelihoods, certification of products, and use of the marketing tools addressed towards a specific milk consumer’s profile. In other words, the study could provide useful implications for food manufacturers and facilitate the design of marketing strategies for hay milk produced in Central and South Italy.https://www.mdpi.com/2076-2615/11/2/431consumer attitudeswillingness to consumehay milkgeographical indicationtraditional food |
| spellingShingle | Nadia Palmieri Alessandra Pesce Milena Verrascina Maria Angela Perito Market Opportunities for Hay Milk: Factors Influencing Perceptions among Italian Consumers Animals consumer attitudes willingness to consume hay milk geographical indication traditional food |
| title | Market Opportunities for Hay Milk: Factors Influencing Perceptions among Italian Consumers |
| title_full | Market Opportunities for Hay Milk: Factors Influencing Perceptions among Italian Consumers |
| title_fullStr | Market Opportunities for Hay Milk: Factors Influencing Perceptions among Italian Consumers |
| title_full_unstemmed | Market Opportunities for Hay Milk: Factors Influencing Perceptions among Italian Consumers |
| title_short | Market Opportunities for Hay Milk: Factors Influencing Perceptions among Italian Consumers |
| title_sort | market opportunities for hay milk factors influencing perceptions among italian consumers |
| topic | consumer attitudes willingness to consume hay milk geographical indication traditional food |
| url | https://www.mdpi.com/2076-2615/11/2/431 |
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