Katia Laura Sidali

The European Union (EU) regulation on mountain food products represents a great opportunity for beef producers in mountain areas, particularly as the quality-certified food has received more attention from European consumers in recent years. However, for a food-quality system—such as the European Commission's mountain labeling scheme—to be effective, the regulation standards must meet consumer expectations. In Italy, there are few studies on consumer preferences regarding beef and none focused on meat produced in mountain areas. To help fill this gap, this study assessed the preferences of Italian citizens for attributes associated with beef produced in mountain areas and contrasted the results with the EU regulation on mountain food products. Furthermore, factors that explain the heterogeneity of Italians' preferences regarding beef production attributes were analyzed. Data were collected online using a consumer panel, and a best–worst scaling method and latent class analysis were used. The results indicate that Italians expect mountain beef to be healthier and produced according to higher animal welfare standards. Such preferences reveal the existence of a gap between what Italians expect and the quality standards of the EU regulation on mountain food products, a situation that may jeopardize the objectives of the European Commission's mountain labeling scheme.

European Commission has recently published the rules on the use of the quality term "mountain product". The new regulation aims to promote the sustainable development of mountain areas and to facilitate the identification of mountain products by consumers. Despite the importance of viticulture for several European mountain communities and the growing interest of European consumers in quality certified foods, the regulation did not encompass wines. The literature addresses many issues regarding wines and consumer preferences, but so far mountain wines are not specifically researched. With this study, we seek to fill this gap by analysing Italian consumers’ preferences for mountain wines as well as their opinion on the inclusion of this product in the mountain labelling scheme. To do so, this study applies a best-worst scaling model and subsequent latent class analysis. Data was collected through an online questionnaire applied to a consumer panel. The results indicate that most of respondents are in favour of applying the mountain label to wines. The three most preferred attributes are related to human health, ecological sustainability and product typicity. Most of the participants gave less importance to the attributes that characterize mountain agriculture. Only one consumer segment valued some of these. The findings suggest that the inclusion of mountain wines in the labelling scheme may increase the interest of Italian wine consumers, especially if health, sustainability and typicity are ensured by producers.

New conceptualizations propose the concept of terroir as referring to a place of distinctiveness that is able to create marketing value. However, the knowledge regarding the role of terroir in tourism marketing is still scarce. Specifically, the concept of resident commitment has received little attention in research on tourism marketing, and therefore there is a gap in knowledge on the components of resident commitment and the role it can play in the construction or renewal of a tourist destination. To fill this gap, the purpose of this study is to analyze the role of residents’ commitment in consideration of terroir as referring to both a winegrowing region and a place of residence. The study aims to determine how residents’ commitment interacts with the brand dimensions identified in the marketing literature and consumer behavior research. In our theoretical framework we presented the wine terroir commitment (WTC) as a multidimensional grassroots construct and we empirically verified it by conducting a survey in a wine region, the Eisacktal Valley in South Tyrol (Italy). The findings show that Terroir Identification and Terroir Loyalty are two important antecedents of WTC as they mediate the exogenous latent variables of Terroir Prestige, and Wine Involvement as well as Resident Commitment and Terroir Experience, respectively. In the conclusions, we derive some recommendations for scholars and practitioners.

Authenticity has become increasingly important in the modern market as consumers seek products more resonant of tradition and originality. This study aimed to develop and validate a perceived authenticity scale for food specialties. Furthermore, this work exposed the causal relationship between authenticity and consumer behaviour, by quantitatively analysing the effects of perception of authenticity and identification with a product on consumers’ willingness to consume the cheese Algovian Emmentaler, an iconic dairy product produced in southern Germany and protected with the designation of origin. Three surveys were conducted over two different timeframes. One served as a pre-test in Germany with a representative sample for the second two in Germany and Italy with a gourmet sample. Both objective authenticity and subjective authenticity were considered, with the former comprising concepts such as whether the respondent was sure of the cheese’s origin and the latter what the cheese embodied. Identification with Algovian Emmentaler was also surveyed. Exploratory factor analysis and confirmatory factor analysis were conducted on the survey data in order to construct an authenticity scale. Based on this scale, structural equation models were constructed. Objective authenticity was found to positively contribute to stated willingness to consume, as well as mediate subjective authenticity, which itself mediated the effects of identification. Subjective authenticity was a large contributing factor to willingness to consume among German consumers, whereas the effects of objective authenticity were higher in Italy compared with the former. Expectedly, identification with Algovian Emmentaler also had a high direct effect on willingness to consume in Germany.

This paper examines the prices of agritourism accommodation that include food services (i.e., the option to have breakfast) and related farm attributes. We analyze what tourists are willing to pay per night for a designated farm holiday stay in South Tyrol offered through the “Red Rooster” brand (n = 367). We first identify factors that may influence tourist decisions to book a holiday at a farm, which include the number of flowers (i.e., the red rooster quality-rating scheme), the type of accommodation, the distance to various leisure activities, and externalities related to agricultural practices. Second, the paper develops two hedonic models to estimate implicit prices for farm holiday accommodation rates. Specifically, the dependent variables are the prices paid by guests during the summer peak and low seasons. Independent variables are various accommodation attributes, the quality of food service, and the range of possible activities in the area surrounding the farm. The results of the study show that the red rooster quality-rating scheme (i.e., the number of flowers) and the quality of food services are highly significant and have a positive impact on guest willingness to pay. Farm types, such as fruit-growing and livestock operations, have a significant but negative effect on accommodation rates at least during the peak season, whilst wine production and organic farming display a positive influence on the accommodation rates during the low season. Implications for practitioners and policy-makers are discussed.

Los bosques amazónicos mitigan el cambio climático, sufren deforestación y regeneran su estructura y funciones por sucesión secundaria. Por ello es necesario estudiar cómo distintos usos del suelo alteran dicha recuperación, y por qué se los deforesta o deja regenerar. Para investigarlo, se inventariaron los árboles (dap ( 10 cm), reconstruyendo las historias de uso de cuatro parcelas de una hectárea mediante métodos etnográfico-históricos. Las parcelas A (12-15 años), B (22-25 años) y C (35-37 años) fueron potreros y oligo-cultivos, para alimentar una creciente población asociada a exploraciones petroleras, luego abandonadas por cambios de demanda alimentaria. La parcela D (35-40 años) fue autárquicamente usada para agricultura itinerante (más de 50 especies), luego para extracción de recursos maderables y no maderables durante la sucesión. Los diámetros arbóreos en B y C fueron mayores que en A y D, siendo estas últimas semejantes entre sí. El predominio de árboles delgados en D y A, sugiere que el manejo durante la sucesión “rejuveneció” al bosque en D y que en la Amazonía puede haber bosques más viejos que lo indicado por los diámetros de sus árboles. Algo similar ocurrió para el área basal total y la biomasa aérea, aunque la alta densidad de individuos en D sugiere una vigorosa regeneración de los claros. En conclusión, los distintos usos del suelo alteran la sucesión, los cambios de la demanda y seguridad alimentarias afectan la decisión campesina de permitir que las selvas se regeneren, y la gestión territorial puede optimizarse tomando lo antedicho en consideración.