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Is There a Promising Market for the A2 Milk? Analysis of Italian Consumer Preferences

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  • Deborah Bentivoglio

    (Department of Agricultural, Food and Environmental Sciences (D3A), Università Politecnica delle Marche (UNIVPM), Via Brecce Bianche, 60131 Ancona, Italy)

  • Adele Finco

    (Department of Agricultural, Food and Environmental Sciences (D3A), Università Politecnica delle Marche (UNIVPM), Via Brecce Bianche, 60131 Ancona, Italy)

  • Giorgia Bucci

    (Department of Agricultural, Food and Environmental Sciences (D3A), Università Politecnica delle Marche (UNIVPM), Via Brecce Bianche, 60131 Ancona, Italy)

  • Giacomo Staffolani

    (Department of Agricultural, Food and Environmental Sciences (D3A), Università Politecnica delle Marche (UNIVPM), Via Brecce Bianche, 60131 Ancona, Italy)

Abstract

Milk consumption has been on the decline for decades. Part of the cause for this is due to changes in consumer behavior and interest in healthy eating. The aim of this study was to estimate the premium price that consumers are willing to pay for A2 milk. A2 milk is a newcomer type of product containing only A2 beta-casein that is spreading in many countries of the world as a functional food. In addition, it is produced by traditional breeds of cattle that are adapted to the marginal areas and could be a virtuous model of the sustainable management system to which the consumer lately seems to turn in an increasingly conscious way. To accomplish this aim, contingent valuation has been used, which permits using a survey and a direct estimation of the premium price that consumers are willing to pay (WTP). The question format used is a dichotomous choice valuation based on a double-bound model. Statistical analysis was carried out using descriptive statistical analysis. The empirical results reveal that consumers are willing to pay a premium for A2 milk. In addition, individuals interested in product quality and already buying functional products are attracted to this type of product.

Suggested Citation

  • Deborah Bentivoglio & Adele Finco & Giorgia Bucci & Giacomo Staffolani, 2020. "Is There a Promising Market for the A2 Milk? Analysis of Italian Consumer Preferences," Sustainability, MDPI, vol. 12(17), pages 1-16, August.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:17:p:6763-:d:401821
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    References listed on IDEAS

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    More about this item

    Keywords

    A2 milk; milk sector; functional food; contingent valuation; WTP; consumer; marketing strategy; sustainable development;
    All these keywords.

    JEL classification:

    • A2 - General Economics and Teaching - - Economic Education and Teaching of Economics

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