Consumers’ response to the EU Quality policy allowing for heterogeneous preferences |
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Authors: | Helena Resano Ana I Sanjuán Luis M Albisu |
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Institution: | 1. Department of Agriculture and Agricultural Economics, Faculty of Veterinary Sciences, University of Zaragoza, c/Miguel Servet 177, 50013 Zaragoza, Spain;2. Department of Agro-Food and Natural Resources Economics, Agrifood Research and Technology Centre of Aragon (C.I.T.A.), Government of Aragón, Avda Montañana 930, 50059 Zaragoza, Spain |
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Abstract: | Using dry-cured ham as an anchor product, consumers’ preferences for EU Quality Certification schemes, region of origin and price have been investigated with conjoint analysis. In order to achieve this aim, a mixed rank-ordered logit which allows for the investigation of heterogeneous preferences and their sources has been estimated. In particular, we have analysed to what extent consumers’ socio-demographic traits affect their price-sensitiveness and whether consumers’ sensory (hedonic) valuations and attitudes towards ham with a Protected Designation of Origin (PDO) affect the preferences for specific attributes. Results show that consumers with a low-medium age and income are more price sensitive. Consumers more inclined sensorially towards the regional specialty (with or without PDO) are more likely to purchase this product, and consumers with a more favourable attitude towards PDO ham are also more prone to purchase cured ham with quality certification. Findings also suggest that although the PDO scheme attracts a segment of consumers, the origin by itself is still a more powerful signal of quality, and more specifically the region of origin. |
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Keywords: | Mixed rank-ordered logit Conjoint analysis Heterogeneous preferences Consumers Dry-cured ham |
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