The evolution of food demand is strictly linked to the change of consumer preferences. In the beef sector people’s attention is growing for specific aspects related to food quality, safety, environmental issues and animal welfare. In this framework, it is more and more important to understand the consumer’s choice dynamics in order to develop differentiated marketing, commercial and communication strategies. The purpose of this paper is to analyse and to point out the Italian consumer preferences for beef. This research uses the choice model approach to assess consumer behaviour: in November 2011 a visual discrete choice experiment was administered online by a specific provider to a sample of 1500 consumers, representative of the Italian population for sex, age and residence. The results highlight the crucial importance of beef cut in the final choice, and reaffirm the central role played by the country of origin labelling (COOL). On the contrary, breed information and price affect marginally the final purchasing decision. These insights provide strategic information for public and private agents involved in the beef sector.

Analysis of Italian consumer preferences for beef / Gabriele Scozzafava; Leonardo Casini; Caterina Contini. - In: NEW MEDIT. - ISSN 1594-5685. - STAMPA. - 13 n° 01 2014:(2014), pp. 66-72.

Analysis of Italian consumer preferences for beef

SCOZZAFAVA, GABRIELE;CASINI, LEONARDO;CONTINI, CATERINA
2014

Abstract

The evolution of food demand is strictly linked to the change of consumer preferences. In the beef sector people’s attention is growing for specific aspects related to food quality, safety, environmental issues and animal welfare. In this framework, it is more and more important to understand the consumer’s choice dynamics in order to develop differentiated marketing, commercial and communication strategies. The purpose of this paper is to analyse and to point out the Italian consumer preferences for beef. This research uses the choice model approach to assess consumer behaviour: in November 2011 a visual discrete choice experiment was administered online by a specific provider to a sample of 1500 consumers, representative of the Italian population for sex, age and residence. The results highlight the crucial importance of beef cut in the final choice, and reaffirm the central role played by the country of origin labelling (COOL). On the contrary, breed information and price affect marginally the final purchasing decision. These insights provide strategic information for public and private agents involved in the beef sector.
2014
13 n° 01 2014
66
72
Gabriele Scozzafava; Leonardo Casini; Caterina Contini
File in questo prodotto:
File Dimensione Formato  
new medit.pdf

Accesso chiuso

Tipologia: Versione finale referata (Postprint, Accepted manuscript)
Licenza: Tutti i diritti riservati
Dimensione 346.83 kB
Formato Adobe PDF
346.83 kB Adobe PDF   Richiedi una copia

I documenti in FLORE sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificatore per citare o creare un link a questa risorsa: https://hdl.handle.net/2158/816304
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 20
  • ???jsp.display-item.citation.isi??? 18
social impact