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Influence of Brand Equity on Milk Choice: A Choice Experiment Survey

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  • Taglioni, Chiara
  • Cavicchi, Alessio
  • Torquati, Biancamaria
  • Scarpa, Riccardo

Abstract

In the context of sustainable consumption buying local produce could support environmentally friendly production from the local economy. Our study estimates the preference weights that local consumers assign to some milk attributes including local origin and the influence on choice of a local brand of milk, which is traded by a local cooperative of producers in Umbria (Italy). Several preference segments are found amongst fresh and UHT milk buyers by employing a Latent Class model to analyze stated choice data. This specification allows us to verify whether consumers who have a better attitude towards local milk also prefer this brand to others, placing different values on the regional origin of milk.

Suggested Citation

  • Taglioni, Chiara & Cavicchi, Alessio & Torquati, Biancamaria & Scarpa, Riccardo, 2011. "Influence of Brand Equity on Milk Choice: A Choice Experiment Survey," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 2(3), pages 1-21, December.
    • Handle: RePEc:ags:ijofsd:121951
    DOI: 10.22004/ag.econ.121951
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    Cited by:

    1. Shiwen Quan & Yinchu Zeng & Xiaohua Yu & Te Bao, 2018. "WTP for baby milk formula in China: Using attribute nonattendance as a priori information to select attributes in choice experiment," Agribusiness, John Wiley & Sons, Ltd., vol. 34(2), pages 300-320, March.
    2. Baselice, Antonio & Colantuoni, Francesca & Lass, Daniel A. & Nardone, Gianluca & Stasi, Antonio, 2014. "EU Consumers’ Perceptions of Fresh-cut Fruit and Vegetables Attributes: a Choice Experiment Model," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 170527, Agricultural and Applied Economics Association.
    3. Kiyotaka Masuda & Shohei Kushiro, 2018. "Influence of brand equity on the price premium for private labels in fresh produce: A contingent valuation survey," Agribusiness, John Wiley & Sons, Ltd., vol. 34(2), pages 338-350, March.

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