Exploring Purchasing Determinants for a Low Fat Content Salami: Are Consumers Willing to Pay for an Additional Premium?

Consumers today are increasingly moving toward healthier lifestyles and food purchasing habits. This new awareness has also prompted the meat industry, usually indicted for use of harmful compounds ingredients such as additives, salt, fat, to introduce innovative measures meet demand. study aims assess consumer willingness pay an additional price premium (APP) a healthy salami by identifying which factors more likely have effect on purchase, socio-demographic product market-related attributes. An Ordered Logit model been applied define influencing consumers' low-fat salami. Results show favorable acceptance reduced-fat conveyed consumers this confirm that health is important driving force in cured marketing strategies.