Choice Drivers for Quality-Labelled Food: A Cross-Cultural Comparison on PDO Cheese

Davide Menozzi, Georges Giraud (), Monia Saïdi () and Ching-Hua Yeh
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Davide Menozzi: UNIPR - Università degli studi di Parma = University of Parma
Georges Giraud: CESAER - Centre d'Economie et de Sociologie Rurales Appliquées à l'Agriculture et aux Espaces Ruraux - AgroSup Dijon - Institut National Supérieur des Sciences Agronomiques, de l'Alimentation et de l'Environnement - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement
Monia Saïdi: CESAER - Centre d'Economie et de Sociologie Rurales Appliquées à l'Agriculture et aux Espaces Ruraux - AgroSup Dijon - Institut National Supérieur des Sciences Agronomiques, de l'Alimentation et de l'Environnement - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement
Ching-Hua Yeh: Rheinische Friedrich-Wilhelms-Universität Bonn

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Abstract: This study aims at examining the consumers' preferences and drivers affecting the choice of quality-labelled food products, i.e., protected designation of origin (PDO) labelled cheese. We applied the theory of planned behaviour (TPB) to analyse the purchase of Parmigiano Reggiano PDO and Comté PDO hard cheeses in Italy and France, respectively. A cross-sectional sample of 808 consumers (400 French and 408 Italian) completed a questionnaire. Structural equation modelling (SEM) indicated perceived behavioural control (PBC) and attitude to be significant predictors of intention to purchase PDO-labelled cheese in France and Italy. Subjective and moral norms affected intention in France. Intention significantly influenced the hard cheese purchase behaviour. The results confirm that the TPB model predicted the self-reported measure of behaviour more than the observed one, measured with a discrete choice experiment, in both countries. The TPB interrelationships varied between countries, suggesting that food systems operators and public authorities should carefully target their intervention to stimulate the demand of PDO-labelled products.

Keywords: theory of planned behaviour; protected designation of origin (PDO) label; food quality schemes; intention; self-reported behaviour; discrete choice experiment (search for similar items in EconPapers)
Date: 2021-06
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Citations: View citations in EconPapers (1)

Published in Foods, 2021, 10 (6), pp.1176. ⟨10.3390/foods10061176⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03377362

DOI: 10.3390/foods10061176

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