The food system produces emissions at all stages, from agriculture and its inputs, and the livestock sector is nowadays one of the most significant contributors to environmental problems. The European swine production system is mainly intensive and generates high external costs such as water and air pollution. As a response to these emerging issues, there is a growing interest in the relationships between marketing and sustainability, with people that have begun to pay much more attention to health, environmental friendliness, and quality of products. The aim of this study is to understand if there is a market for a high-quality “Parma ham PDO”, produced in sustainable supply chain at an environmental, health and animal welfare level. In this paper, we use discrete choice experiments to investigate Italian consumer's preferences and their willingness to pay (WTP) for Parma hamPDO with different characteristics, amongst which the use of air scrubber technology reducing pollutants emissions. Results seemto encourage the pork industry in better exploring pollutant emissions' reduction, showing a consumers' willingness to pay for this production technology. Similarly, results of this study can suggest the existence of a niche market for this typology of production.

Consumer awareness of sustainable supply chains : a choice experiment on Parma ham PDO / C. Mazzocchi, L. Orsi, F. Zilia, M. Costantini, J. Bacenetti. - In: SCIENCE OF THE TOTAL ENVIRONMENT. - ISSN 0048-9697. - 836:(2022 Aug 25), pp. 155602.1-155602.9. [10.1016/j.scitotenv.2022.155602]

Consumer awareness of sustainable supply chains : a choice experiment on Parma ham PDO

C. Mazzocchi
Primo
;
L. Orsi;F. Zilia;M. Costantini
Penultimo
;
J. Bacenetti
Ultimo
2022

Abstract

The food system produces emissions at all stages, from agriculture and its inputs, and the livestock sector is nowadays one of the most significant contributors to environmental problems. The European swine production system is mainly intensive and generates high external costs such as water and air pollution. As a response to these emerging issues, there is a growing interest in the relationships between marketing and sustainability, with people that have begun to pay much more attention to health, environmental friendliness, and quality of products. The aim of this study is to understand if there is a market for a high-quality “Parma ham PDO”, produced in sustainable supply chain at an environmental, health and animal welfare level. In this paper, we use discrete choice experiments to investigate Italian consumer's preferences and their willingness to pay (WTP) for Parma hamPDO with different characteristics, amongst which the use of air scrubber technology reducing pollutants emissions. Results seemto encourage the pork industry in better exploring pollutant emissions' reduction, showing a consumers' willingness to pay for this production technology. Similarly, results of this study can suggest the existence of a niche market for this typology of production.
consumer behaviour; choice experiment; animal welfare; swine supply chain; sustainable production
Settore AGR/01 - Economia ed Estimo Rurale
Settore SECS-P/08 - Economia e Gestione delle Imprese
25-ago-2022
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/2434/927586
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