ABSTRACT
The global offer of legume-based snacks has sharply increased in recent years. However, to date, few studies have focused on the relationship between product supply and demand concerning the importance of attributes of such innovative foods. In this research, we identified the key internal and external determinants that affect legumes snack (LS) price and choice by Italian industries and consumers, respectively. In parallel, we investigated their preferences and perceptions towards these foods. We used the hedonic price model (HPM) and the discrete choice experiment (DCE) approach for these purposes, respectively. HPM revealed that the monetary value of LS was determined to greater significance by the: (i) size of the package; (ii) presence of rice, presence of lentils; (iii) presence of the nutritional information; and (iv) the discount shops as site of purchase. DCE revealed that the: (i) origin certification, (ii) recyclability of the package, and (iii) use of extra virgin olive oil of LS provided Italian consumers a high utility, for which they were willing to pay an average price premium of EUR 3.85, 3.64, and 1.87, respectively. On the contrary, the sunflower oil induced a decrease in their function utility. As such, this paper contributes to define potent market-segmentation strategies and to deliver effective private and public nutrition interventions for healthy eating.
Subject(s)
Fabaceae , Snacks , Vegetables , Diet, Healthy , Consumer Behavior , Choice BehaviorABSTRACT
Consumers' behavior towards sea urchin and preferences towards their origin certification and place of consumption may condition their market. In this context, the aim of this research was to elicit the preferences and perceptions of Italian sea urchin dishes using a discrete choice experiment (DCE) approach. A field survey of 453 respondents in Apulia (southern Italy) was conducted for this purpose. The DCE revealed that the origin certification of sea urchin provided Apulia's consumers a high utility with a great pleasurable service in restaurants in which this species was served as a principal dish or seasoned with pasta or pizza. The DCE also showed that the consumption utility of sea urchin was related to a greater influence by place of purchase, place of consumption, technique of conservation, appearance, quality label, fishing zone, low price, male buyer, and, finally, medium and high incomes. Furthermore, Apulian consumers were willing to pay EUR 10.53/dish as an overall average for safe and certified sea urchin consumption. Given this, this research may promote the creation of a local sea urchin brand through the adoption of a market policy and a particular regulation related to the certification of origin, enhancing the competitiveness of this marine heritage species.
ABSTRACT
A healthy-nutrient wine has been recently developed by Apulian wineries (southern Italy), using autochthonous wine grapes cultivars, selected strains and specific processes of production. As such, this research elicits Italian wine consumers' preferences towards this innovative Apulian wine with regard to additional labelling information associated with health-nutrients and the origin of grapes on the bottle of wine. For this purpose, a social survey based on the choice experiment approach is considered. The results reveal a heterogeneity of preferences among respondents for which the origin of wine grapes cultivars is the most appreciated (an average Willingness-to-Pay of EUR 6.57), thereby inducing an increase in their function utility, while the health-nutrients attribute is relatively less appreciated (an average Willingness-to-Pay of EUR 3.95). Furthermore, four class consumers' cluster profile have been identified in respect to their: (i) behavior and propensity to wine consumption and purchase, (ii) health-claims importance on the wine bottle label, (iii) socio-economic characteristics and (iv) health conditions. This paper has marketing and public implications and contributes to an understanding of how additional information on the label of a wine bottle may affect the market-segmentation, influence wine consumers' utility, protect their health and increase their level of awareness to wine ingredients labelling.
