The Eucalyptus Firewood: Understanding Consumers’ Behaviour and Motivations

Nadia Palmieri, Alessandro Suardi, Francesco Latterini and Luigi Pari
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Nadia Palmieri: CREA Research Centre for Engineering and Agro-Food Processing, Via della Pascolare, 16, Monterotondo, 00015 Rome, Italy
Alessandro Suardi: CREA Research Centre for Engineering and Agro-Food Processing, Via della Pascolare, 16, Monterotondo, 00015 Rome, Italy
Francesco Latterini: CREA Research Centre for Engineering and Agro-Food Processing, Via della Pascolare, 16, Monterotondo, 00015 Rome, Italy
Luigi Pari: CREA Research Centre for Engineering and Agro-Food Processing, Via della Pascolare, 16, Monterotondo, 00015 Rome, Italy

Agriculture, 2020, vol. 10, issue 11, 1-12

Abstract: Italy is one of the world’s major importers of firewood, despite the large amount of Italian eucalyptus plantations that could satisfy part of the country’s internal demand. The demand is critical for farmers to understand developing market dynamics and people’s willingness to buy a product is related to several parameters, including different supply methods. This study aimed to analyse the willingness to consume domestic eucalyptus firewood, and the related motivations of consumers considering the preferred supply method. Data was collected through a web-survey and analysed applying a multilevel regression. In general, the sample showed that attention is paid to both the type of wood and its origin, and that there is a preference for loose firewood as a supply method. Our findings suggest that factors such as age, experience, and familiarity with a product, the supply method, attitude towards novelty, provenience, and energetic density of firewood have an important role in shaping individual inclination towards consuming domestic eucalyptus firewood. This implies that the owners of eucalyptus plantations should target mostly young and detail-oriented consumers, and should also try to clearly give information regarding the origin of the product and its technical characteristics.

Keywords: consumer choices; eucalyptus; firewood; Italy; multilevel logistic regression model; willingness to consume (search for similar items in EconPapers)
JEL-codes: Q1 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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