Investigating Italian Consumer Preferences for Different Characteristics of Provolone Valpadana Using the Conjoint Analysis Approach.

The objective of this paper was twofold. First, we estimated consumer preferences for an Italian cheese (Provolone Valpadana) with respect to several attributes and levels, such as price, origin certification, production system, 'free from' labelling, and brand. Second, we identified consumer clusters with similar preferences for various cheese characteristics.