Hedonic Analysis of Dried Pasta Prices Using E-Commerce Data-An Explorative Study.

Italy is the world leader in the production of pasta and the Italian market is characterized by strong price competition among large industrial producers. Thus, recently, many small and medium firms have started to differentiate their products as a way to achieve higher margins and escape from price competition. Using data on the prices and characteristics of dried pasta sold online in the Italian market and a hedonic price model, we estimated the implicit prices associated with several attributes that are currently available for dried pasta. We find that the "artisanal" statement on pasta labeling is associated with the highest price premium. Also, results show that protected geographical indication, Halal and Kosher certifications, and the use of ancient wheat varieties are valuable features of dried pasta sold in the Italian market. Instead, a positive, albeit limited in magnitude, price premium is associated with dried pasta made using 100% Italian durum wheat semolina, the organic method, enriched with additional ingredients. Findings suggest that producers can differentiate their products by mostly emphasizing their small-scale production methods, the territorial connotation, and the cultural and environmental sustainability of production. Otherwise, certifying dried pasta as Halal or Kosher can represent a complementary or alternative strategy to differentiate the product and achieve a higher price.

The Value of Craft Beer Styles: Evidence from the Italian Market.

This study aims to estimate the market value, or implicit prices, associated with the main craft beer attributes (e.g., beer style, organic, gluten-free, and package-related features) and support producers in detecting the more profitable marketing strategies. For this purpose, we conducted an empirical analysis employing sales data of craft beers from the Italian online market, and we estimated a hedonic price model via ordinary least squares. Results show that the type of package and cup only has moderate effects on price. Furthermore, a moderate premium price is found for gluten-free craft beers, while craft beers with organic labels and Italian origin do not benefit from the higher price. Instead, the beer style adopted strongly affected the product price: the highest premium prices were detected for Barleywine (+49.9%) and Italian Grape Ale (+39.6%) beer styles. Furthermore, relevant premium prices, higher than +25%, were estimated for other beer styles such as Sour, Fruit Beer, and Stout. Results suggest that artisanal breweries can effectively differentiate their product according to the beer style. To the best of our knowledge, the current study offers the first empirical evidence on how beer styles as well as other product characteristics affect the market price of craft beer by using secondary data.

Consumer Acceptance and Preference for Olive Oil Attributes-A Review.

Olive oil is largely produced in southern European countries. It encompasses a mix of search (e.g., price, color, packaging features), experience (e.g., taste), and credence attributes (e.g., organic, health claim). The importance of these attributes on consumers' attitudes and preferences for Olive oil has been explored quite extensively in the past. However, a recent body of literature has focused on product nutritional information and health claims in shaping consumers' attitudes and preferences for Olive oil. This work aims to offer an updated review of consumers' acceptance and preferences for Olive oil features. Applying the Systematic Literature Review method, a sample of 47 studies published over the last 20 years was reviewed through descriptive and content analysis. The following attributes, grouped in search, experience, and credence categories, were discussed: origin, sustainability, brand, health and safety, the production process, packaging, color, taste and flavor, and product features. The discussion of marketing and research implications closes the study. The study provides an overview of the literature background of consumer behaviors of Olive Oil, investigating the recent literature focused on product nutritional information and health claims.

A Hedonic Analysis of Processed Tomato Prices Using Italian Regional Markets Data.

The Italian market of processed tomatoes (whole peeled and unpeeled tomatoes, chopped tomato pulp, tomato purée, and concentrated tomato paste) rose, thanks to the Italian tradition of using such products in many recipes of cuisine, until early 2000; since then, it has declined to date. Moreover, such products are traditionally considered low-price products, and their market is characterized by intense price competition. Thus, recently, producers have started to differentiate their products as a way to achieve higher margins, and escape from competition in price. By using the sales data of Italian processed tomatoes sold in several retail stores and a hedonic price model, we estimated the implicit prices associated with several attributes that are currently available in processed tomato products on the market. We find that a protected designation of origin, organic certification, and flavoring, as well as the indication of tomato variety, are the most valuable features of processed tomato products sold in the Italian market. This implies that product differentiation strategies that could be suggested to producers as the most effective are those aimed at enhancing the territorial link of the product, the environmental sustainability of the production process, and organoleptic product features, as well as its convenience.

Intention to Purchase Milk Packaged in Biodegradable Packaging: Evidence from Italian Consumers.

The dairy industry generates large volumes of liquid waste that can be used to produce biopolymers, potentially employable for the creation of milk biodegradable bottles. In that regard, this paper aims to explore the consumers' intention to purchase sustainable packages, as well as to assess the willingness to pay for it considering renewable packages made using organic waste feedstocks from the dairy industry (e.g., whey) and plant-based material (e.g., corn, sugarcane, etc.). To reach the stated objectives, we collected individual-level information (e.g., age, gender, education, income) from a convenient sample of 260 Italian consumers and a modified version of the Theory of Planned Behavior estimated using a structural equation model. Findings show that attitudes and perceived behavioral control are the most important drivers of the consumers' intention to purchase sustainable packages. Finally, statistics show that respondents slightly prefer to purchase products packaged using plant-based biodegradable material, as well as most of the respondents show a low willingness to pay for milk offered in biodegradable packaging, regardless of the raw material used. Then, policymakers and companies should invest in educational/informational campaigns pointing out the beneficial effects on the environment from the purchase of foods in sustainable packaging. This may potentially increase the consumers' intention to purchase, as well as their willingness to pay for plant-based and dairy whey-based packages by increasing the sustainability of the dairy supply chain.

La Dolce Vita in times of harshness: Prevalence of health-related behaviors during the great recession in Italy.

The current work investigates the heterogeneous effect of the 2008 recession on health outcomes in the Italian population across the main geographic areas. Health outcomes were proxied by individual-level information on healthy/risky behaviors, such as individual fruit and vegetable consumption, frequency of bodyweight monitoring, smoking, and alcohol intake. These health outcomes were employed as dependent variables in the empirical model that included some socioeconomic individual aspects (e.g., age, gender, education, and income source), as well as consumer price index data for tobacco products, alcoholic beverages, and fruit and vegetables. In this work, we used twelve years of data (2005-2016) from the Italian Multipurpose Household Survey (MHS), which collects individual self-reported characteristics, augmented with information on unemployment rates at the regional level, as well as with consumer price indexes for the goods analyzed. The results indicated that the 2008 economic crisis lowered the probability that individuals engage in healthy behaviors, such as self-monitoring their bodyweight, mostly among individuals in northern and central areas. Likewise, the economic downturn increased the probability of smoking regardless of the geographic area, with a larger magnitude in individuals in northern and central areas, whose health outcomes were more impacted by the economic downturn than individuals living in the southern and island areas.

Consumer Misuse of Country-of-Origin Label: Insights from the Italian Extra-Virgin Olive Oil Market.

Providing information to consumers through the label is a means for food companies to inform consumers about product's attributes, including the country of origin (COO). In the EU, COO labeling has been made mandatory for several categories of food products, to enable consumers to make informed choices at the point of sale. In particular, Regulation (EU) No 29/2012 has introduced a mandatory country-of-origin labeling system for extra virgin olive oil (EVOO). In the present study, conducted in Italy, we test whether there is a price differential associated with the COO information for EVOO. To this end, we employ a hedonic price model and data about the purchase of EVOO products collected from 982 consumers at the supermarket checkout. Having interviewed these consumers, we also assess the share of EVOO consumers that correctly identify the country of origin of the product purchased. Our findings point out that, in Italy, the EVOO with domestic origin, indicated on the label, benefits of a premium price equal to +35% compared to the product labeled as blend of European EVOOs, while a discount of -10.8% is attached to EVOOs from a non-European origin. A significant share of consumers in our sample (19.04%) is, however, unable to correctly identify the origin of the EVOO purchased. This label misuse mostly occurs among consumers who report that they had purchased Italian EVOO, while they had actually purchased a blend of European EVOOs. Female and more highly educated consumers are less likely to misuse label information about the product's origins.

Consumers' Trade-Off between Nutrition and Health Claims under Regulation 1924/2006: Insights from a Choice Experiment Analysis.

The aim of this paper is to investigate consumers' preferences and willingness to pay (WTP) for functional mozzarella cheese whose health benefits (reduced fat and enrichment in omega-3) are communicated by using nutrition claims (article 8) and health claims (articles 13 and 14) of the EU Regulation 1924/2006. In order to achieve the stated objective a choice survey was developed and administered to a sample of Italian respondents. The product attributes and attribute levels included in the choice experiment were obtained from in-depth interviews conducted with stakeholders working on the development of this new product in the Italian region of Puglia. Results show that many participants were not aware of functional food. Marketing segmentation performed via latent class analysis indicates that the development of this hypothetical product should be based on the addition of naturally enriched omega-3. In terms of health communication under Regulation 1924/2006, heterogeneity of preferences of the nine identified segments reveals that respondents have a clear preference for products from the Puglia region, for the combined nutrition claim over single nutrition claims and for the reduction of disease health claim (article 14) over the health claim (article 13). In monetary terms, willingness to pay for health claims is higher than nutrition claims.

Consumers' acceptance and preferences for nutrition-modified and functional dairy products: A systematic review.

This systematic literature review collects and summarizes research on consumer acceptance and preferences for nutrition-modified and functional dairy products, to reconcile, and expand upon, the findings of previous studies. We find that female consumers show high acceptance for some functional dairy products, such as yogurt enriched with calcium, fiber and probiotics. Acceptance for functional dairy products increases among consumers with higher diet/health related knowledge, as well as with aging. General interest in health, food-neophobia and perceived self-efficacy seem also to contribute shaping the acceptance for functional dairy products. Furthermore, products with "natural" matches between carriers and ingredients have the highest level of acceptance among consumers. Last, we find that brand familiarity drives consumers with low interest in health to increase their acceptance and preference for health-enhanced dairy products, such as probiotic yogurts, or those with a general function claim.

Hedonic analysis of the price of UHT-treated milk in Italy.

The Italian market for UHT milk has been growing thanks to both consumers' interest in products with an extended shelf life and to the lower prices of these products compared with refrigerated, pasteurized milk. However, because the lower prices of UHT milk can hinder producers' margins, manufacturers have introduced new versions of UHT milk products such as lactose-free options, vitamin-enriched products, and milk for infants, with the goal of differentiating their products, escaping the price competition, and gaining higher margins. In this paper, we estimated the contribution of different attributes to UHT milk prices in Italy by using a database of Italian UHT milk sales and a hedonic price model. In our analysis, we considered 2 UHT milk market segments: products for infants and those for the general population. We found premiums varied with the milk's attributes as well as between the segments analyzed: n-3 fatty acids, organic, and added calcium were the most valuable product features in the general population segment, whereas in the infant segment fiber, glass packaging, and the targeting of newborns delivered the highest premiums. Finally, we present recommendations for UHT milk manufacturers.

Consumer purchasing behaviour towards fish and seafood products. Patterns and insights from a sample of international studies.

The present systematic review was performed to assess consumer purchasing behaviour towards fish and seafood products in the wide context of developed countries. Web of Science, Scopus, ScienceDirect and Google Scholar engines were used to search the existing literature and a total of 49 studies were identified for inclusion. These studies investigated consumer purchasing behaviour towards a variety of fish and seafood products, in different countries and by means of different methodological approaches. In particular, the review identifies and discusses the main drivers and barriers of fish consumption as well as consumers' preferences about the most relevant attributes of fish and seafood products providing useful insights for both practitioners and policy makers. Finally, main gaps of the existing literature and possible trajectories for future research are also discussed.