Pay more for me, I’m from the mountains! The role of the EU Mountain Product term and other credence attributes in consumers’ valuation of lamb meat

Leonardo Cei (), Edi Defrancesco, Paola Gatto and Francesco Pagliacci
Additional contact information
Leonardo Cei: Università degli Studi di Padova
Edi Defrancesco: Università degli Studi di Padova
Paola Gatto: Università degli Studi di Padova
Francesco Pagliacci: Università degli Studi di Padova

Agricultural and Food Economics, 2023, vol. 11, issue 1, 1-21

Abstract: Abstract On-farm product differentiation represents a valuable opportunity for mountain agriculture. Consumers appreciate mountain products’ characteristics, but when signalling instruments are lacking, consumers might not be able to recognize (and pay for) them. Through a choice experiment, this paper considers consumers’ willingness to pay for three attributes (mountain origin through the EU Mountain Product term; local endangered landrace; agroecosystems stewardship through rotational grazing). It considers lamb meat production and North-Eastern Italian consumers, also exploring attitudes towards food and differences across groups of consumers. The highest willingness to pay is associated with the EU Mountain Product term, but communication strategies and public information provision are needed to enhance consumers’ overall knowledge.

Keywords: Mountain Product term; Choice experiment; WTP; Local breed; Agroecosystem stewardship; Rotational grazing (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://link.springer.com/10.1186/s40100-023-00253-y Abstract (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:agfoec:v:11:y:2023:i:1:d:10.1186_s40100-023-00253-y

Ordering information: This journal article can be ordered from
http://www.springer. ... nomics/journal/40100

DOI: 10.1186/s40100-023-00253-y

Access Statistics for this article

Agricultural and Food Economics is currently edited by Alessandro Banterle, Liesbeth Dries, Andrea Marchini and Carlo Russo

More articles in Agricultural and Food Economics from Springer, Italian Society of Agricultural Economics (SIDEA) Contact information at EDIRC.
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().