Analisi della percezione dei giovani consumatori sulla dicitura facoltativa prodotti di montagna

This paper aims at presenting some provisional results deriving by an ongoing research project that we are carrying out in an inner mountain area on the North West of the Italian Alps, the Soana Valley. In particular, this contribution focuses its attention on the young generations’ perceptions about the new quality term for mountain food products, and whether it may be considered as a flywheel for boosting mountain agriculture. Thanks to a devote questionnaire provided to the University of Torino students (on-line survey technique), provisional data demonstrate how young generations (n=4,284) seem to show interest in purchasing mountain food products as well as consciousness in considering them as high quality products. The degree in knowledge of food quality certifications, however, and specifically when considering the new “mountain product” quality term still represents the critical point in boosting this kind of tool among mountain farmers.