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Choice Drivers for Quality-Labelled Food: A Cross-Cultural Comparison on PDO Cheese

Author

Listed:
  • Davide Menozzi

    (UNIPR - Università degli studi di Parma = University of Parma)

  • Georges Giraud

    (CESAER - Centre d'économie et de sociologie rurales appliquées à l'agriculture et aux espaces ruraux - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - Institut Agro Dijon - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement)

  • Monia Saïdi

    (CESAER - Centre d'économie et de sociologie rurales appliquées à l'agriculture et aux espaces ruraux - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - Institut Agro Dijon - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement)

  • Ching-Hua Yeh

    (Rheinische Friedrich-Wilhelms-Universität Bonn)

Abstract

This study aims at examining the consumers' preferences and drivers affecting the choice of quality-labelled food products, i.e., protected designation of origin (PDO) labelled cheese. We applied the theory of planned behaviour (TPB) to analyse the purchase of Parmigiano Reggiano PDO and Comté PDO hard cheeses in Italy and France, respectively. A cross-sectional sample of 808 consumers (400 French and 408 Italian) completed a questionnaire. Structural equation modelling (SEM) indicated perceived behavioural control (PBC) and attitude to be significant predictors of intention to purchase PDO-labelled cheese in France and Italy. Subjective and moral norms affected intention in France. Intention significantly influenced the hard cheese purchase behaviour. The results confirm that the TPB model predicted the self-reported measure of behaviour more than the observed one, measured with a discrete choice experiment, in both countries. The TPB interrelationships varied between countries, suggesting that food systems operators and public authorities should carefully target their intervention to stimulate the demand of PDO-labelled products.

Suggested Citation

  • Davide Menozzi & Georges Giraud & Monia Saïdi & Ching-Hua Yeh, 2021. "Choice Drivers for Quality-Labelled Food: A Cross-Cultural Comparison on PDO Cheese," Post-Print hal-03377362, HAL.
    • Handle: RePEc:hal:journl:hal-03377362
    DOI: 10.3390/foods10061176
    Note: View the original document on HAL open archive server: https://hal.inrae.fr/hal-03377362v1
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    References listed on IDEAS

    as
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    2. Davide Menozzi & Rafia Halawany-Darson & Cristina Mora & Georges Giraud, 2015. "Motives towards traceable food choice: A comparison between French and Italian consumers," Post-Print hal-04901862, HAL.
    3. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    4. Ivo A. van der Lans & Koert van Ittersum & Antonella De Cicco, 2001. "The role of the region of origin and EU certificates of origin in consumer evaluation of food products," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 28(4), pages 451-478, December.
    5. Filippo Arfini & Federico Antonioli & Elena Cozzi & Michele Donati & Marianna Guareschi & Maria Cecilia Mancini & Mario Veneziani, 2019. "Sustainability, Innovation and Rural Development: The Case of Parmigiano-Reggiano PDO," Sustainability, MDPI, vol. 11(18), pages 1-17, September.
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    Cited by:

    1. Fatima Lambarraa-Lehnhardt & Rico Ihle & Hajar Elyoubi, 2021. "How Successful Is Origin Labeling in a Developing Country Context? Moroccan Consumers’ Preferences toward Local Products," Sustainability, MDPI, vol. 13(15), pages 1-17, July.

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