From tradition to sustainability: Identifying value-added label attributes in the Italian PDO cheese market

Despite the economic importance of Protected Designation of Origin (PDO) cheeses in Italy, little research has examined how label attributes affect price premiums. For Italian cheese producers, especially those investing in PDO certification, understanding which attributes generate premiums is crucial for sustainable business strategies. This study examined attributes displayed on 420 validated cheese labels collected across Italy in 2022, focusing on hard cheese, fresh soft cheese, and string cheese. A content analysis was conducted to identify and categorize the attributes displayed on cheese labels. Following this, the hedonic pricing method, supported by multiple linear regression analysis, was used to assess the impact of these attributes—along with brand and distribution channel—on product pricing. Our findings reveal that sustainability attributes show particularly strong effects in attracting price premiums. PDO certification features prominently for hard and fresh soft cheeses, cow breed information for string cheese, and specialized retail channels for fresh soft and string cheeses. While brand-price relationships are heterogeneous, the study provides evidence of their impact. These insights enable cheese producers, marketers, and retailers to strategically prioritize product attributes, optimize distribution channels, and make informed decisions about brand positioning to maximize value in competitive cheese markets.