Supporting mountain agriculture through “mountain product” label: a choice experiment approach

Abstract The valorization of typical food products contributes to local economy sustainability. European Union introduced the optional "mountain product label” (European Commission, EUR-Lex 2014, Parliament 2012) promote mountain economic system Although some researchers have focused their studies on label, at our knowledge, label value has never been investigated before. aim study is assess consumers’ willingness pay for a cheese with different sustainable production characteristics, among which “mountain label”, using Choice Experiment approach. More in detail, we tested as issues: presence certification (i), organic (ii) and animal welfare information (iii). We also socio-demographic attitudinal variables influencing propensity towards three attributes. main results confirm interest probably renewed interests environmental respectful process market because territory perceived carrier positive values. Moreover, other attributes, especially indication resulted premium price. Another result emerging from sensitivity young people issue brand welfare, suggesting an interesting target address.