Territory, Typical products, and consumer preferences: the case of the Capicollo Azze Anca Grecanico Presidio Slow Food of Calabria

Abstract

This study examines the consumption of the Capicollo Azze Grecanico Slow Food from the province of Reggio Calabria. The research considers the main characteristics of the consumer of Capicollo Azze Anca Slow Food, a typical local product of the grecanic area. To examine the characteristics of the sample of consumers was used the method of multiple correspondence analysis (MCA). In addition, it applied a logit regression for each of the four factors identified to evaluate the relationship between individual motivations and socio- economic characteristics and behavior that most affect the decision making of consumers to purchase a local product. The results show a strong propensity of consumers to the link between territory and product quality and the importance attached to food security.