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Mountain beef and wine: Italian consumers? definitions and opinions on the mountain labelling-scheme

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  • Mikael Oliveira Linder
  • Katia Laura Sidali
  • Gesa Busch

Abstract

Despite the importance of mountain areas and mountain farming, the literature on studies on consumers? opinion concerning mountain food products is not numerous. In order to contribute to filling this gap, this study aims at exploring Italian consumers? opinions regarding beef and wine produced in mountain areas as well as their opinions concerning the new European regulation on mountain food products. To do so, a qualitative approach with observations, focus groups and semi-structured interviews were applied. The results indicate that consumers living in mountain areas and those living in non-mountain areas, including rural areas, have different knowledge about the practices in mountain farming and different opinions concerning mountain food products. Nevertheless, both want mountain food products to be healthier and sustainably produced. Furthermore, they associate wine and beef mainly to credence attributes. As for European regulation, most criticisms are directed to the flexibility of the rules. The inclusion of wine in the mountain quality scheme is not a consensus among consumers. However, the analyses point to the existence of consumers who are interested in wines produced in mountain areas, indicating the emergence of a potential niche market for these wines.

Suggested Citation

  • Mikael Oliveira Linder & Katia Laura Sidali & Gesa Busch, 2021. "Mountain beef and wine: Italian consumers? definitions and opinions on the mountain labelling-scheme," Economia agro-alimentare, FrancoAngeli Editore, vol. 23(1), pages 1-39.
    • Handle: RePEc:fan:ecaqec:v:html10.3280/ecag1-2021oa11549
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    1. Alessandro Bonadonna & Stefano Duglio & Luigi Bollani & Giovanni Peira, 2022. "Mountain Food Products: A Cluster Analysis Based on Young Consumers’ Perceptions," Sustainability, MDPI, vol. 14(19), pages 1-14, September.
    2. Leonardo Cei & Edi Defrancesco & Paola Gatto & Francesco Pagliacci, 2023. "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," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 11(1), pages 1-21, December.
    3. Francesco Pagliacci & Leonardo Cei & Edi Defrancesco & Paola Gatto, 2022. "The EU Mountain Product Voluntary Quality Term as a Valorization Tool for Livestock Farms: Challenges and Opportunities in an Alpine Context," Sustainability, MDPI, vol. 14(6), pages 1-15, March.
    4. Giacomo Staffolani & Deborah Bentivoglio & Adele Finco, 2022. "Consumers’ Purchasing Determinants Towards Mountain Food Products," Sustainability, MDPI, vol. 14(14), pages 1-15, July.

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