An Italian Explorative Study of Willingness to Pay for a New Functional Pasta Featuring Opuntia ficus indica

Opuntia ficus indica is a source of vitamins and minerals, recently, it has been used as ingredient to make new functional pasta. Italy produces the highest amount pasta in world also second-highest producer opuntia globally. This study sought identify consumer willingness pay for featuring understand what factors influence their choice. first food research analyze consumers’ indica. Data were collected by using web-based survey; sample was composed 342 consumers an ordered logistic regression model applied. The findings showed that educational higher income levels respondents play important roles Moreover, healthy nutritional features together with respondents’ eat it, curiosity towards this need get more information about should improve it. be useful firms draw marketing strategies considering positive attitude toward use production.