Understanding the Role of Purchasing Predictors in the Consumer’s Preferences for PDO Labelled Honey

G. Di Vita, L. Pippinato, Simone Blanc, Raffaele Zanchini, A. Mosso, Filippo Brun
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引用次数: 14

Abstract

ABSTRACT In recent years, honey consumption has attracted an increasing interest among consumers, due to its beneficial properties for health and to the multiplicity of its use. Given the high importance that consumers ascribe to the Protected Designation of Origin (PDO) label, considered as one of the most relevant attributes for agro-food consumers, this study aims at detecting the main variables that influence the attitudes of honey consumers toward the PDO label by analyzing the purchasing intention of a convenience sample of northern Italian consumers. With this purpose, a logistic regression model analysis was performed, based on the consumers’ stated preference for PDO honey. The research highlights that those consumers who give their preference to PDO honey, also associate this label with aspects linked to environmental sustainability and to its organic production. Moreover, only gender, among the socio-demographic characteristics, had a significant effect on consumer attitudes toward the PDO label.
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了解购买预测因素在消费者对PDO标签蜂蜜的偏好中的作用
摘要近年来,蜂蜜因其有益健康的特性和用途的多样性,越来越引起消费者的兴趣。鉴于消费者对原产地保护标签的高度重视,该标签被认为是农产品消费者最相关的属性之一,本研究旨在通过分析意大利北部消费者的便利样本的购买意愿,检测影响蜂蜜消费者对原产地保护标签态度的主要变量。为此,基于消费者对PDO蜂蜜的偏好,进行了逻辑回归模型分析。研究强调,那些偏爱PDO蜂蜜的消费者,也会将这个标签与环境可持续性及其有机生产联系起来。此外,在社会人口特征中,只有性别对消费者对PDO标签的态度有显著影响。
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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