Choice Drivers for Quality-Labelled Food: A Cross-Cultural Comparison on PDO Cheese

This study aims at examining the consumers' preferences and drivers affecting the choice of quality-labelled food products, i.e., protected designation of origin (PDO) labelled cheese. We applied the theory of planned behaviour (TPB) to analyse the purchase of Parmigiano Reggiano PDO and Comte PDO hard cheeses in Italy and France, respectively. A cross-sectional sample of 808 consumers (400 French and 408 Italian) completed a questionnaire. Structural equation modelling (SEM) indicated perceived behavioural control (PBC) and attitude to be significant predictors of intention to purchase PDO-labelled cheese in France and Italy. Subjective and moral norms affected intention in France. Intention significantly influenced the hard cheese purchase behaviour. The results confirm that the TPB model predicted the self-reported measure of behaviour more than the observed one, measured with a discrete choice experiment, in both countries. The TPB interrelationships varied between countries, suggesting that food systems operators and public authorities should carefully target their intervention to stimulate the demand of PDO-labelled products.

Automated summary

The study found that in Italy and France, consumers' intention to purchase PDO-labelled cheese is significantly influenced by perceived behavioural control and attitude, and in France also by subjective and moral norms. Intention significantly influences the purchase behavior of hard cheeses, and the TPB model predicts the self-reported behavior more accurately. The interrelationships of TPB vary between countries, suggesting targeted interventions by food system operators and public authorities.