What are the reasons behind consumers' choice for mountain labeled cheese? A latent class choice model

The production of mountain food, and in particular cheese, contributes to sustaining local economies and maintaining historical and cultural traditions. To support this production, the European Union has introduced the optional quality term “mountain product label.” Nonetheless, this label encounters difficulties in establishing a presence in the market and faces competition from other labels, such as Protected Designation of Origin, which could also protect mountain products. The objective of this paper is to investigate the characteristics of consumers interested in the mountain product label to fully leverage its potential. A questionnaire, which included a discrete choice experiment, was conducted with 511 Italian cheese consumers. The data were analyzed through a latent class analysis. According to the analysis, three classes of consumers emerged. The first group consists of individuals who frequently visit the mountain areas, know the mountain product label, are attentive to local production, and care about the environment. The second group consists of consumers interested in the presence of quality labels in general, less attentive to the environment, and less aware of the mountain product label. Lastly, the third group of individuals do not know the label and are not interested. Consequently, there are two classes of respondents potentially interested in the mountain product label. Furthermore, as people's knowledge about the product increases, their willingness to choose it also rises. In developing marketing campaigns, therefore, producers and retailers can use the results of this study to capitalize on the niche of these consumers. • The “mountain product label” was created to encourage mountain production. • Most responders don't know what the mountain product label is. • Consumers who choose the mountain label prioritize environmental and social concerns. • Consumers' interest in mountain labels increases as they gain knowledge about them. • Policymakers should inform consumers and producers of the label characteristics.