From Tradition to Sustainability: Identifying Value-Added Label Attributes in the Italian Protected Designation of Origin Cheese Market

Rungsaran Wongprawmas, Enrica Morea, Annalisa De Boni, Giuseppe Di Vita (), Cinzia Barbieri and Cristina Mora
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Rungsaran Wongprawmas: Department of Food and Drug, University of Parma, 43100 Parma, Italy
Enrica Morea: Department of Soil, Plant and Food Sciences, University of Bari Aldo Moro, 70126 Bari, Italy
Annalisa De Boni: Department of Soil, Plant and Food Sciences, University of Bari Aldo Moro, 70126 Bari, Italy
Giuseppe Di Vita: Department of Agricultural, Forest and Food Sciences, University of Torino, 10095 Grugliasco, Italy
Cinzia Barbieri: Department of Agricultural, Forest and Food Sciences, University of Torino, 10095 Grugliasco, Italy
Cristina Mora: Department of Food and Drug, University of Parma, 43100 Parma, Italy

Sustainability, 2025, vol. 17, issue 13, 1-20

Abstract: Despite the economic importance of Protected Designation of Origin (PDO) cheeses in Italy, little research has examined how label attributes affect price premiums. For Italian cheese producers, especially those investing in PDO certification, understanding which attributes generate premiums is crucial for sustainable business strategies. This study examined attributes displayed on 420 validated cheese labels collected across Italy in 2022, focusing on hard cheese, fresh soft cheese, and string cheese. A content analysis was conducted to identify and categorize the attributes displayed on cheese labels. Following this, the hedonic pricing method, supported by multiple linear regression analysis, was used to assess the impact of these attributes—along with brand and distribution channel—on product pricing. Our findings reveal that sustainability attributes show particularly strong effects on price premiums. PDO certification generates significant premiums prominently for hard and fresh soft cheeses, cow breed information for string cheese, while specialized retail channels create higher prices for fresh soft and string cheeses. While brand–price relationships are heterogeneous, the study provides evidence of their impact. These insights enable cheese producers, marketers, and retailers to strategically prioritize product attributes, optimize distribution channels, and make informed decisions about brand positioning to maximize value in competitive cheese markets.

Keywords: protected designation of origin; sustainability attribute; hedonic price; content analysis; food labels; market survey; price premiums (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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