Consumer attitudes towards the Mountain Product Label: Implications for mountain development Consumer attitudes towards the Mountain Product Label: Implications for mountain development

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Vol18 No.9: 2255-2272

Title】Consumer attitudes towards the Mountain Product Label: Implications for mountain development

Author】BASSI Ivana1, CARZEDDA Matteo2*, GRASSETTI Luca3, ISEPPI Luca1, NASSIVERA Federico1

Addresses】1 Department of Agricultural, Food, Environmental and Animal Sciences, University of Udine, via delle Scienze 206, Udine, Italy; 2 Department of Economics, Business, Mathematics and Statistics, University of Trieste, via Tigor 22, Trieste, Italy; 3 Department of Economics and Statistics, University of Udine, via Tomadini 30/A, Udine, Italy

Corresponding author】CARZEDDA Matteo

Citation】Bassi I, Carzedda M, Grassetti L, et al. (2021) Consumer attitudes towards the Mountain Product Label: Implications for mountain development. Journal of Mountain Science 18(9). https://doi.org/0.1007/s11629-020-6616-z

DOI】https://doi.org/0.1007/s11629-020-6616-z

Abstract】To protect and promote the originality and authenticity of mountain foodstuffs, the European Union set Regulation No 1151/2012 to create the optional quality term "mountain product". Our research aimed at exploring the attractiveness of the Mountain Product label for consumers, considering both attitude towards the label itself and purchase intentions. We propose a model to investigate relationships between four latent constructs - mountain attractiveness, mountain food attractiveness, attitude towards the Mountain Product label, and purchase intention - which have been tested, thus confirming the statistical relevance of the relationships. All 47 items selected for describing the latent constructs are suitable for this purpose. Ridge and LASSO results also show that 17 items of the first three constructs are relevant in explaining purchase intentions. Some contextual variables, such as age, income, geographical origin of consumers, and knowledge of mountain products and mountains for tourism purposes, can positively influence consumers' behavior. These findings could support the design of mountain development strategies, in particular marketing actions for both the product and the territory.

Keywords】Mountain Product label; Consumer attitudes; Purchase intentions; Structural Equation Model (SEM); LASSO regression.