Market Opportunities for Hay Milk: Factors Influencing Perceptions among Italian Consumers

Opportunités de marché pour le lait de foin: facteurs influençant les perceptions des consommateurs italiens

Nadia Palmieri, Alessandra Pesce, Milena Verrascina and Maria Angela Perito ()
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Nadia Palmieri: Research Center for Engineering and Agro-Food Processing - CREA - Consiglio per la Ricerca in Agricoltura e l’analisi dell’economia agraria = Council for Agricultural Research and Economics
Alessandra Pesce: Research Center for Politics and Bioeconomy - CREA - Consiglio per la Ricerca in Agricoltura e l’analisi dell’economia agraria = Council for Agricultural Research and Economics
Milena Verrascina: Research Center for Politics and Bioeconomy - CREA - Consiglio per la Ricerca in Agricoltura e l’analisi dell’economia agraria = Council for Agricultural Research and Economics
Maria Angela Perito: Faculty of BioScience and Technology for Food, Agriculture and Environment - UT - University of Teramo, ALISS - Alimentation et sciences sociales - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement

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Abstract: Central and South Italy are characterized by small-scale dairy farms and growing abandonment by farmers for other, better-paid, off-farm jobs. New marketing concepts for milk can be one solution to remunerate mountain farmers for their efforts. This study investigates the potential market for hay milk in Italy. In particular, we want to understand which variables drive the people's willingness to consume hay milk, and if the European food quality certification schemes impact on people's willingness to consume milk from hay-fed cows. Data were collected from a sample of consumers from Central and South Italy (n = 331) using a web-based survey. Later, a discrete choice probit model was applied. The main results indicate that aspects as curiosity, the production place of food, the local culinary traditions, label, and environmental issues play an important role in the people's consumption intentions for milk from hay-fed cows. Moreover, the survey highlights that the respondents had positive opinion towards hay milk and highlighted some important marketing implications for the Italian milk sector. The study findings could encourage discussion about a niche market to boost local growth, initiating a process of improving livelihoods, certification of products, and use of the marketing tools addressed towards a specific milk consumer's profile. In other words, the study could provide useful implications for food manufacturers and facilitate the design of marketing strategies for hay milk produced in Central and South Italy.

Keywords: Hay milk; Consumer attitudes; Willingness to consume; Geographical indication; Traditional food (search for similar items in EconPapers)
Date: 2021-02
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Citations: View citations in EconPapers (1)

Published in Animals, 2021, 11 (2), ⟨10.3390/ani11020431⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03764785

DOI: 10.3390/ani11020431

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