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An Italian Explorative Study of Willingness to Pay for a New Functional Pasta Featuring Opuntia ficus indica

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  • Nadia Palmieri

    (Consiglio per la Ricerca in Agricoltura e l’Analisi dell’Economia Agraria (CREA)—Centro di Ricerca Ingegneria e Trasformazioni Agroalimentari, Via della Pascolare 16, Monterotondo, 00015 Rome, Italy)

  • Walter Stefanoni

    (Consiglio per la Ricerca in Agricoltura e l’Analisi dell’Economia Agraria (CREA)—Centro di Ricerca Ingegneria e Trasformazioni Agroalimentari, Via della Pascolare 16, Monterotondo, 00015 Rome, Italy)

  • Francesco Latterini

    (Consiglio per la Ricerca in Agricoltura e l’Analisi dell’Economia Agraria (CREA)—Centro di Ricerca Ingegneria e Trasformazioni Agroalimentari, Via della Pascolare 16, Monterotondo, 00015 Rome, Italy)

  • Luigi Pari

    (Consiglio per la Ricerca in Agricoltura e l’Analisi dell’Economia Agraria (CREA)—Centro di Ricerca Ingegneria e Trasformazioni Agroalimentari, Via della Pascolare 16, Monterotondo, 00015 Rome, Italy)

Abstract

Opuntia ficus indica is a source of vitamins and minerals, and recently, it has been used as ingredient to make a new functional pasta. Italy produces the highest amount of pasta in the world and it is also the second-highest producer of opuntia globally. This study sought to identify the consumer willingness to pay for pasta featuring Opuntia ficus indica and to understand what factors influence their choice. This study is the first in food research to analyze consumers’ willingness to pay for a new functional pasta featuring Opuntia ficus indica . Data were collected by using a web-based survey; the sample was composed of 342 consumers and an ordered logistic regression model was applied. The findings showed that the educational and higher income levels of respondents play important roles in the willingness to pay for functional pasta. Moreover, the healthy and nutritional features of functional pasta together with the respondents’ willingness to eat it, their curiosity towards this new food and their need to get more information about functional pasta should improve consumers’ willingness to pay for it. The findings should be useful for firms to draw marketing strategies considering the positive consumers’ attitude toward the use of Opuntia ficus indica in pasta production.

Suggested Citation

  • Nadia Palmieri & Walter Stefanoni & Francesco Latterini & Luigi Pari, 2021. "An Italian Explorative Study of Willingness to Pay for a New Functional Pasta Featuring Opuntia ficus indica," Agriculture, MDPI, vol. 11(8), pages 1-11, July.
    • Handle: RePEc:gam:jagris:v:11:y:2021:i:8:p:701-:d:601785
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    References listed on IDEAS

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    Cited by:

    1. Giuseppe Timpanaro, 2023. "Agricultural Food Marketing, Economics and Policies," Agriculture, MDPI, vol. 13(4), pages 1-9, March.
    2. Davide Dell'Unto & Giulia Meccariello & Raffaele Cortignani, 2023. "Healthy food consumption in the Covid-19 era: Empirical evidence from Italian consumers choices on functional products," Economia agro-alimentare, FrancoAngeli Editore, vol. 25(1), pages 11-34.
    3. Nadia Palmieri & Walter Stefanoni & Francesco Latterini & Luigi Pari, 2022. "Italian Consumer Preferences for Eucalyptus Honey: An Exploratory Study," Sustainability, MDPI, vol. 14(13), pages 1-11, June.
    4. Dell’Unto, Davide & Meccariello, Giulia & Cortignani, Raffaele, 2023. "Healthy food consumption in the Covid-19 era: Empirical evidence from Italian consumers choices on functional products," Economia agro-alimentare / Food Economy, Italian Society of Agri-food Economics/Società Italiana di Economia Agro-Alimentare (SIEA), vol. 25(1), April.
    5. Zhou, Geqing & Adalja, Aaron A., 2023. "Exceptions in quality certifications and consumer demand for seemingly redundant food labels," 2023 Annual Meeting, July 23-25, Washington D.C. 335584, Agricultural and Applied Economics Association.
    6. Eleonora Sofia Rossi & José A. Zabala & Francesco Caracciolo & Emanuele Blasi, 2023. "The Value of Crop Diversification: Understanding the Factors Influencing Consumers’ WTP for Pasta from Sustainable Agriculture," Agriculture, MDPI, vol. 13(3), pages 1-18, February.

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