Serbian, Croatian and Spanish consumers' beliefs towards artisan cheese

Purpose In the past two decades popularity of artisan cheese emerged. The present study aimed to investigate similarities and differences in beliefs towards cheeses among participants from Serbia, Croatia Spain determine consumer profiles. Better understanding their behaviours could serve as basis for development appropriate production marketing strategies further popularisation cheeses. Design/methodology/approach data on demographic structure, 947 total were obtained via a questionnaire collected online. order identify profiles define specific beliefs, cross-country cluster analysis has been conducted. Four clusters identified: “highly educated men”, women”, “millennials” “educated senior women”. Mann–Whitney U test was used statistically significant between countries clusters. Findings Respondents different had preferences types ways consumption. All valued more than industrial terms healthiness quality, but they believe that there is still much be done proper packaging, labelling, branding, widening assortment providing better availability. results revealed no clear opinion regarding trust safety. Originality/value Up date, investigated consumers Serbia cheese. Original pool unique characteristics: are far oriented open markets purchasing directly producers; have consuming habits. Unique characteristics provided original findings considering beliefs.