Is There a Promising Market for the A2 Milk? Analysis of Italian Consumer Preferences

Deborah Bentivoglio, Adele Finco, Giorgia Bucci and Giacomo Staffolani
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Deborah Bentivoglio: Department of Agricultural, Food and Environmental Sciences (D3A), Università Politecnica delle Marche (UNIVPM), Via Brecce Bianche, 60131 Ancona, Italy
Adele Finco: Department of Agricultural, Food and Environmental Sciences (D3A), Università Politecnica delle Marche (UNIVPM), Via Brecce Bianche, 60131 Ancona, Italy
Giorgia Bucci: Department of Agricultural, Food and Environmental Sciences (D3A), Università Politecnica delle Marche (UNIVPM), Via Brecce Bianche, 60131 Ancona, Italy
Giacomo Staffolani: Department of Agricultural, Food and Environmental Sciences (D3A), Università Politecnica delle Marche (UNIVPM), Via Brecce Bianche, 60131 Ancona, Italy

Sustainability, 2020, vol. 12, issue 17, 1-16

Abstract: 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.

Keywords: A2 milk; milk sector; functional food; contingent valuation; WTP; consumer; marketing strategy; sustainable development (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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