Amelia Maria Riviezzi

Liking of traditional cheese and consumer willingness to pay

We review herein the relevance of credence and sensory attributes for cheese liking as a basis for subsequent discussion on attributes related to traditional dairy products such as place of origin, process characteristics, etc. Several studies suggest that place of origin may have a positive impact on consumer evaluation. In addition, protected designation of origin labels generally affects consumers’ purchasing decisions, with a premium price paid for traditional products. Some of the main dimensions of traditional food products are: familiarity of the product, processing through traditional recipes, sensory properties and origins. However, different dimensions can be relevant for consumers of different countries. Southern European regions frequently tend to associate the concept of traditional with broad concepts such as heritage, culture or history; whereas central and northern European regions tend to focus mainly on practical issues such as convenience, health or appropriateness. Sensitivity to traditional cheese attributes may also vary according to different groups of consumers with older, more educated and wealthier subjects showing higher willingness to pay and acceptance levels. Given that sensory properties play a central role in product differentiation, we can conclude that information about credence attributes, if reliable, positively perceived and directed to sensitive groups of consumers, is able to affect consumer liking and willingness to pay for traditional cheese. Thus, it provides a further potential tool for product differentiation to small-scale traditional farms, where husbandry is often based on extensive rearing systems and production costs tend to be higher.