IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v12y2020i17p6763-d401821.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/12/17/6763/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/2071-1050/12/17/6763/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Daniele Moro & Mario Veneziani & Paolo Sckokai & Elena Castellari, 2015. "Consumer Willingness to Pay for Catechin‐enriched Yogurt: Evidence from a Stated Choice Experiment," Agribusiness, John Wiley & Sons, Ltd., vol. 31(2), pages 243-258, April.
    2. Cameron, Trudy Ann & James, Michelle D, 1987. "Efficient Estimation Methods for "Closed-ended' Contingent Valuation Surveys," The Review of Economics and Statistics, MIT Press, vol. 69(2), pages 269-276, May.
    3. Haab, Timothy C., 1998. "Estimation Using Contingent Valuation Data from a "Dichotomous Choice with Follow-Up" Questionnaire: A Comment," Journal of Environmental Economics and Management, Elsevier, vol. 35(2), pages 190-194, March.
    4. Zou, Ning Ning (Helen) & Hobbs, Jill E., 2006. "Modelling functional food choice and health care impacts: A literature review," Consumer and Market Demand Network Papers 91556, University of Alberta, Department of Resource Economics and Environmental Sociology.
    5. De Groote, Hugo & Kimenju, Simon Chege, 2008. "Comparing consumer preferences for color and nutritional quality in maize: Application of a semi-double-bound logistic model on urban consumers in Kenya," Food Policy, Elsevier, vol. 33(4), pages 362-370, August.
    6. Klaudia Kurajdova & Janka Táborecka-Petrovicova, 2015. "Literature Review on Factors Influencing Milk Purchase Behaviour," International Review of Management and Marketing, Econjournals, vol. 5(1), pages 9-25.
    7. Stefano Boccaletti, 2008. "Environmentally Responsible Food Choice," OECD Journal: General Papers, OECD Publishing, vol. 2008(2), pages 117-152.
    8. Herriges, Joseph A. & Shogren, Jason F., 1996. "Starting Point Bias in Dichotomous Choice Valuation with Follow-Up Questioning," Journal of Environmental Economics and Management, Elsevier, vol. 30(1), pages 112-131, January.
    9. Kelvin J. Lancaster, 1966. "A New Approach to Consumer Theory," Journal of Political Economy, University of Chicago Press, vol. 74(2), pages 132-132.
    10. Chin-Huang Huang & Chun-Hung Lee, 2014. "Consumer willingness to pay for organic fresh milk in Taiwan," China Agricultural Economic Review, Emerald Group Publishing Limited, vol. 6(2), pages 198-211, April.
    11. Loureiro, Maria L. & Umberger, Wendy J., 2003. "Estimating Consumer Willingness to Pay for Country-of-Origin Labeling," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 28(2), pages 1-15, August.
    12. Kevin J. Boyle & Richard C. Bishop & Michael P. Welsh, 1985. "Starting Point Bias in Contingent Valuation Bidding Games," Land Economics, University of Wisconsin Press, vol. 62(2), pages 188-194.
    13. Christine Mauracher & Isabella Procidano & Marco Valentini, 2019. "How Product Attributes and Consumer Characteristics Influence the WTP, Resulting in a Higher Price Premium for Organic Wine," Sustainability, MDPI, vol. 11(5), pages 1-15, March.
    14. Michael Hanemann & John Loomis & Barbara Kanninen, 1991. "Statistical Efficiency of Double-Bounded Dichotomous Choice Contingent Valuation," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 73(4), pages 1255-1263.
    15. Jayson L. Lusk & Darren Hudson, 2004. "Willingness-to-Pay Estimates and Their Relevance to Agribusiness Decision Making," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 26(2), pages 152-169.
    16. Flavio Boccia & Pasquale Sarnacchiaro, 2018. "The Impact of Corporate Social Responsibility on Consumer Preference: A Structural Equation Analysis," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(2), pages 151-163, March.
    17. Cameron, Trudy Ann, 1988. "A new paradigm for valuing non-market goods using referendum data: Maximum likelihood estimation by censored logistic regression," Journal of Environmental Economics and Management, Elsevier, vol. 15(3), pages 355-379, September.
    18. Klaus G. Grunert, 2005. "Food quality and safety: consumer perception and demand," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 32(3), pages 369-391, September.
    19. Loureiro, Maria L. & Umberger, Wendy J., 2007. "A choice experiment model for beef: What US consumer responses tell us about relative preferences for food safety, country-of-origin labeling and traceability," Food Policy, Elsevier, vol. 32(4), pages 496-514, August.
    20. Adele Finco & Monica Padella & Tommaso Sargentoni, 2010. "Disponibilit? a pagare per la qualit? di un olio extravergine locale," Economia agro-alimentare, FrancoAngeli Editore, vol. 12(1), pages 77-98.
    21. Teresa Del Giudice & Carla Cavallo & Francesco Caracciolo & Gianni Cicia, 2015. "What attributes of extra virgin olive oil are really important for consumers: a meta-analysis of consumers’ stated preferences," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 3(1), pages 1-15, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Merlino, Valentina Maria & Mastromonaco, Giulia & Borra, Danielle & Blanc, Simone & Brun, Filippo & Massaglia, Stefano, 2021. "Planning of the cow milk assortment for large retail chains in North Italy: A comparison of two metropolitan cities," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Robert J. Johnston & Kevin J. Boyle & Wiktor (Vic) Adamowicz & Jeff Bennett & Roy Brouwer & Trudy Ann Cameron & W. Michael Hanemann & Nick Hanley & Mandy Ryan & Riccardo Scarpa & Roger Tourangeau & Ch, 2017. "Contemporary Guidance for Stated Preference Studies," Journal of the Association of Environmental and Resource Economists, University of Chicago Press, vol. 4(2), pages 319-405.
    2. Schwarzinger, Michaël & Carrat, Fabrice & Luchini, Stéphane, 2009. ""If you have the flu symptoms, your asymptomatic spouse may better answer the willingness-to-pay question": Evidence from a double-bounded dichotomous choice model with heterogeneous anchori," Journal of Health Economics, Elsevier, vol. 28(4), pages 873-884, July.
    3. Fabio Boncinelli & Francesca Gerini & Benedetta Neri & Leonardo Casini, 2018. "Consumer willingness to pay for non‐mandatory indication of the fish catch zone," Agribusiness, John Wiley & Sons, Ltd., vol. 34(4), pages 728-741, October.
    4. P. Calia & E. Strazzera, 1998. "Bias and efficiency of single vs. double bound models for contingent valuation studies: a Monte Carlo Analysis," Working Paper CRENoS 199801, Centre for North South Economic Research, University of Cagliari and Sassari, Sardinia.
    5. Day, Brett & Bateman, Ian J. & Carson, Richard T. & Dupont, Diane & Louviere, Jordan J. & Morimoto, Sanae & Scarpa, Riccardo & Wang, Paul, 2012. "Ordering effects and choice set awareness in repeat-response stated preference studies," Journal of Environmental Economics and Management, Elsevier, vol. 63(1), pages 73-91.
    6. Gebreegziabher, Z. & Mekonnen, A. & Beyene, A.D. & Hagos, F., 2018. "Valuation of access to irrigation water in rural Ethiopia: application of choice experiment and contingent valuation methods," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 277168, International Association of Agricultural Economists.
    7. Donatella Baiardi & Riccardo Puglisi & Simona Scabrosetti, 2012. "Individual Attitudes on Food Quality and Safety: Empirical Evidence on EU Countries," DEM Working Papers Series 014, University of Pavia, Department of Economics and Management.
    8. Glynn T. Tonsor & Ted C. Schroeder & Jayson L. Lusk, 2013. "Consumer Valuation of Alternative Meat Origin Labels," Journal of Agricultural Economics, Wiley Blackwell, vol. 64(3), pages 676-692, September.
    9. Oerlemans, Leon A.G. & Chan, Kai-Ying & Volschenk, Jako, 2016. "Willingness to pay for green electricity: A review of the contingent valuation literature and its sources of error," Renewable and Sustainable Energy Reviews, Elsevier, vol. 66(C), pages 875-885.
    10. Ngouhouo Poufoun, Jonas & Abildtrup, Jens & Sonwa, Dénis Jean & Delacote, Philippe, 2016. "The value of endangered forest elephants to local communities in a transboundary conservation landscape," Ecological Economics, Elsevier, vol. 126(C), pages 70-86.
    11. Tsigkou, Stavroula & Klonaris, Stathis, 2020. "Eliciting Farmers' Willingness to Pay for Innovative Fertilizer Against Soil Salinity: Comparison of Two Methods in a Field Survey," International Journal of Agricultural Management, Institute of Agricultural Management, vol. 9, December.
    12. Hanemann, W. Michael & Kanninen, Barbara, 1996. "The Statistical Analysis Of Discrete-Response Cv Data," CUDARE Working Papers 25022, University of California, Berkeley, Department of Agricultural and Resource Economics.
    13. Konishi, Yoshifumi & Adachi, Kenji, 2011. "A framework for estimating willingness-to-pay to avoid endogenous environmental risks," Resource and Energy Economics, Elsevier, vol. 33(1), pages 130-154, January.
    14. Talwar, Shagorika, 1995. "An evaluation of statistical efficiency and bias trade-off involved with the use of follow-up questioning in the contingent valuation of environmental amenities," ISU General Staff Papers 1995010108000018160, Iowa State University, Department of Economics.
    15. Pinuccia Calia & Elisabetta Strazzera, 2000. "Bias and efficiency of single versus double bound models for contingent valuation studies: a Monte Carlo analysis," Applied Economics, Taylor & Francis Journals, vol. 32(10), pages 1329-1336.
    16. Richard O‘Conor & Magnus Johannesson & Per-Olov Johansson, 1999. "Stated Preferences, Real Behaviour and Anchoring: Some Empirical Evidence," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 13(2), pages 235-248, March.
    17. Alhassan, Mustapha & Gustafson, Christopher R. & Schoengold, Karina, 2017. "Effects of Information Framing on Smallholder Irrigation Farmers’ Willingness to Pay for Groundwater Protection: The Case of Vea Irrigation Scheme in Ghana," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 258432, Agricultural and Applied Economics Association.
    18. Doherty, Edel & Campbell, Danny, 2011. "Demand for improved food safety and quality: a cross-regional comparison," 85th Annual Conference, April 18-20, 2011, Warwick University, Coventry, UK 108791, Agricultural Economics Society.
    19. Irz, Xavier & Mazzocchi, Mario & Réquillart, Vincent & Soler, Louis-Georges, 2015. "Research in Food Economics: past trends and new challenges," Revue d'Etudes en Agriculture et Environnement, Editions NecPlus, vol. 96(01), pages 187-237, March.
    20. Ali Ardeshiri & Spring Sampson & Joffre Swait, 2019. "Seasonality Effects on Consumers Preferences Over Quality Attributes of Different Beef Products," Papers 1902.02419, arXiv.org.

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:12:y:2020:i:17:p:6763-:d:401821. See general information about how to correct material in RePEc.

    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 CitEc recognized a bibliographic reference but did not link an item in RePEc 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 RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

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

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.