The Hierarchical Utility of Credence Attributes of Orange Marmalade: What do ConsumerS Look for in a Multi-Claim Food Product?

Abstract

ABSTRACTThis study provides further evidence of the role that multi-claims have on consumers’ choices, assessing the effects that nutritional, organic, and Geographical Indication attributes have on the consumption of marmalade. Moreover, it analyses whether these claims have a substitution or complementary effect on consumers’ demand. For this purpose, a conjoint experiment was adopted as a marketing analysis tool to detect consumers’ attitudes towards different attributes of orange marmalade. The analysis of the overall sample provided insights into the role of the considered attributes, that is, price, fibre claim, Protected Designation of Origin (PDO) and organic certifications, in product differentiation and, consequently, the consumers’ interest in the characteristics of orange marmalade. Conjoint analysis was followed by a clustering investigation using Ward’s method to gather more information on the importance of the selected attributes and to group consumers according to their socio-demographic characteristics. The results highlighted the prominent role of price and organic attributes. On the other hand, PDO certification and the nutritional claim provided low positive utility, and they emerged as irrelevant factors in the consumers’ choices of marmalade. The findings provide useful marketing implications for producers to help them design new product characteristics and to better market jam and marmalade.KEYWORDS: Organic marmaladefunctional foodsPDO productsinformation theorynutrition claimconjoint analysis Disclosure statementThe authors declare that they have no known competing financial interests or personal relationships that could have influenced the work reported in this paperNotes1. According to existing legislation, is it feasible to categorize claims into nutrition, function, and reduction of disease risk claims. Various types of claims indeed convey information differently (CAC Citation2013).Additional informationFundingThe role of knowledge in consumers’ choice of functional and healthy food, coordinated by Giuseppe Di Vita, Fondi per la Ricerca Locale 2021, Universiy of Turin.Notes on contributorsGiuseppe Di VitaGiuseppe Di Vita is Associate Professor in Agricultural Economics at the Department of Veterinary Sciences of the University of Messina. His research focuses on food demand, consumer behaviour and agro-food industries using qualitative and quantitative analysis. His research interests is related to several aspects of consumers behaviour and agro-food marketing, including functional foods, traditional food consumption and behaviour toward novel foods.Raffaele ZanchiniRaffaele Zanchini is Ph.D. in Food, Health and Longevity, a course in collaboration between the Department of Agricultural, Forest and Food Science (DISAFA) of the University of Turin and the University of Piemonte Orientale. He works on food demand and consumer behaviour; in particular, his PhD focuses on the evaluation of consumers interest and behaviour toward functional foods.Mario D’Amico Department of Agricultural, Food and Environment, University of Catania, Italy. Full professor at University of Catania. Holds a degree in Agricultural Sciences (Catania, 1994) and got a Doctoral Degree in Agricultural Economics and Policy (Catania, 1999). Researcher (2002-2006) Associate Professor (2006-2018) at University of Catania. Current research interests include agri-food marketing, economics consumption, circular economy, organic food, firm management and wine business.Daniela SpinaDaniela Spina Department of Agriculture, Food and Environment (Di3A), University of Catania, Italy. Fixed-term Assistant Professor of Agricultural economics and rural appraisal, she got a Doctoral Degree in Agricultural Economics. Current research interests include the Circular Economy and ecological transition; the economic aspects of innovations within agro-food supply chains; consumer behavior and quality food products.Mario D’Amico Department of Agricultural, Food and Environment, University of Catania, Italy. Full professor at University of Catania. Holds a degree in Agricultural Sciences (Catania, 1994) and got a Doctoral Degree in Agricultural Economics and Policy (Catania, 1999). Researcher (2002-2006) Associate Professor (2006-2018) at University of Catania. Current research interests include agri-food marketing, economics consumption, circular economy, organic food, firm management and wine business.Gioacchino PappalardoGioacchino Pappalardo Department of Agricultural Food and Environment (Di3A), University of Catania, Italy. Full Professor at the Department of Agricultural Food and Environment (Di3A), University of Catania. Holds a degree in Agricultural Sciences (Catania, 1993) and got a Doctoral Degree in Agricultural Economics (Catania, 2000). Current research interests include Rural development policies, Competitiveness and international trade, Consumer behavior and Cost-Benefit Analysis.Mario D’Amico Department of Agricultural, Food and Environment, University of Catania, Italy. Full professor at University of Catania. Holds a degree in Agricultural Sciences (Catania, 1994) and got a Doctoral Degree in Agricultural Economics and Policy (Catania, 1999). Researcher (2002-2006) Associate Professor (2006-2018) at University of Catania. Current research interests include agri-food marketing, economics consumption, circular economy, organic food, firm management and wine business.Emanuele SchimmentiEmanuele Schimmenti Department of Agricultural, Food and Forest Sciences, University of Palermo, Italy. Full professor since 2001 at University of Palermo. Holds a degree in Agricultural Sciences (Palermo, 1987) and got a Doctoral Degree in Agricultural Economics and Policy (Palermo, 1992). Researcher (1992-1998) at University of Palermo, Associate Professor (1998-2001) at University of Molise. Current research interests include Agricultural Economics and Policy, the economics of agro-food production and markets in certain production sectors of Mediterranean agriculture, economics consumption, the evolution and characteristics of the land register and the land market.Mario D’Amico Department of Agricultural, Food and Environment, University of Catania, Italy. Full professor at University of Catania. Holds a degree in Agricultural Sciences (Catania, 1994) and got a Doctoral Degree in Agricultural Economics and Policy (Catania, 1999). Researcher (2002-2006) Associate Professor (2006-2018) at University of Catania. Current research interests include agri-food marketing, economics consumption, circular economy, organic food, firm management and wine business.Mario D’AmicoMario D’Amico Department of Agricultural, Food and Environment, University of Catania, Italy. Full professor at University of Catania. Holds a degree in Agricultural Sciences (Catania, 1994) and got a Doctoral Degree in Agricultural Economics and Policy (Catania, 1999). Researcher (2002-2006) Associate Professor (2006-2018) at University of Catania. Current research interests include agri-food marketing, economics consumption, circular economy, organic food, firm management and wine business.