Advanced Search
MyIDEAS: Login

Food purchase for natural disaster relief: the case of Parmigiano-Reggiano sales in the aftermath of the 2012 earthquake waves

Contents:

Author Info

  • Menozzi, D.
  • Finardi, C.
  • Davoli, U.
Registered author(s):

    Abstract

    The May 2012 earthquake waves shaking the North-East part of Italy have caused 26 deaths and diffuse economic damage in the traditional production area of Parmigiano-Reggiano PDO, including several dairies warehouses where the cheese is produced and aged. It has been estimated that losses to the Parmigiano-Reggiano system exceeded 150 millions Euro. In the broad mobilization to help the stricken people, the agri-food system played a primary role, giving rise to the sales of “Parmigiano-Reggiano damaged by earthquake” (PR-T). This paper aims to investigate the main determinants of PR-T purchasing using the theory of planned behaviour (TPB) as a conceptual framework. A preliminary focus group and a survey on 200 consumers were performed for this purpose; data were collected with face-to-face interviews in stores and markets where the PR-T has been sold. The relative importance of attitude, descriptive norms and perceived behavioural control (PBC) in influencing the intention to purchase PR-T and the behaviour itself where investigated. Other concepts were added to the analysis, such as formal and informal trust, moral attitude, PDO perception, sense of belonging to the region, and other socio-economic variables. The revised TPB model predictors accounted for 70% of the variance of intentions to purchase PR-T in the future and 32% of the variance of behaviour. PBC, trust in formal communication sources and PDO quality warranty are the main predictors of intentions. Behaviour is positively affected by descriptive norms, sense of belonging, age and intentions, and negatively determined by food scare, past behaviour and educational level. These empirical findings provide evidence of the solidarity aspects of collective purchases of Parmigiano-Reggiano in the aftermath of the 2012 earthquake waves, as well as the importance of increasing people’s capability and trust to effectively reach the goal of facing dreadful food scares.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://purl.umn.edu/149889
    Download Restriction: no

    Bibliographic Info

    Paper provided by Italian Association of Agricultural and Applied Economics (AIEAA) in its series 2013 Second Congress, June 6-7, 2013, Parma, Italy with number 149889.

    as in new window
    Length:
    Date of creation: Jun 2013
    Date of revision:
    Handle: RePEc:ags:aiea13:149889

    Contact details of provider:
    Web page: http://www.aieaa.org/
    More information through EDIRC

    Related research

    Keywords: protected designation of origin (PDO); theory of planned behaviour (TPB); solidarity; trust; food scare; Demand and Price Analysis; Food Consumption/Nutrition/Food Safety; D12;

    Find related papers by JEL classification:

    This paper has been announced in the following NEP Reports:

    References

    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
    as in new window
    1. Mario Mazzocchi & Alexandra Lobb & W. Bruce Traill & Alessio Cavicchi, 2008. "Food Scares and Trust: A European Study," Journal of Agricultural Economics, Wiley Blackwell, vol. 59(1), pages 2-24, 02.
    2. Bocker, Andreas & Hanf, Claus-Hennig, 2000. "Confidence lost and -- partially -- regained: consumer response to food scares," Journal of Economic Behavior & Organization, Elsevier, vol. 43(4), pages 471-485, December.
    3. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:ags:aiea13:149889. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.