Choice modelling report on the attributes of the different types of cheese and the consumers’ Willingness to Pay

This report presents the results of the research activities carried out by the OUs involved in the project (the Universities of Torino, Parma and Bari) over the November 2023 – July 2024 period. An on-line survey allowed the OUs to collect data and information on the consumption habits of the respondents and their perception of the intrinsic and extrinsic sensory characteristics of the different types of cheese (claim or packaging), which could be crucial for the decision to purchase cheese in general and the products under study in particular. The analysed profile attributes and levels were derived from previous qualitative analysis developed by each OU for the ‘cheese of competence’ (Tasks T.2.1 In-depht qualitative/quantitative interviews with stakeholders and Task 1.2.2 Consumer Focus Group). Objectives a) Understanding the role of the label (PDO/other labels) and sensory attributes on consumers’ choice. b) Estimating the Willingness to Pay (WTP) associated with each attribute. Research areas. Piedmont, Emilia-Romagna and Apulia Regions. Target products. Roccaverano PDO cheese and its competitors’ non-PDO (fresh soft cheese category); Grana Padano PDO cheese and its competitors’ non-PDO (hard cheese category); Caciocavallo Silano PDO cheese and its competitors’ non-PDO (stretched-curd cheese). “The PDO cheese products that are representative of each research areas are defined herein along with the possible competitors on the market” (Market survey, 2023).