Table 3 Consumers' preference, purchase... | Emerald Publishing

Table 3

Consumers' preference, purchase intention and willingness to pay

		Cheese				Cured ham				Olive oil
		PDO cheese branded	PDO cheese blind	CC branded	CC blind	PDO cured ham branded	PDO cured ham blind	CCH branded	CCH blind	PDO olive oil branded	PDO olive oil blind	COO branded	COO blind
Consumers' preference compared to products normally used (%)	better than	23	17	7	3	10	3	13	13	35	25	49	23
	similar to	64	53	53	40	63	57	30	40	38	33	18	37
	worse than	13	30	40	57	27	40	57	47	27	42	33	40
Purchase intention (%)	surely would buy	53.33	33.33	23.33	13.33	43.33	10	13.33	23.33	28.33	15	18.33	26.67
	probably buy	33.33	33.33	33.33	26.67	23.33	43.33	33.33	36.67	38.33	40	45	20
	not sure if would buy or not	6.67	23.33	33.33	33.33	23.33	26.67	16.67	23.33	23.33	25	18.33	33.33
	probably would not buy	6.67	10	6.67	23.33	3.33	16.67	23.33	3.33	6.67	13.33	13.33	16.67
	surely would not buy	0	0	3.33	3.33	6.67	3.33	13.33	13.33	3.33	6.67	0	3.33
Willingness to pay (€)	Mean value	12.17	10.23	9.63	8.63	23.87	22.47	21.37	22.03	9.02	6.77	7.65	7.52

		Cheese				Cured ham				Olive oil
		PDO cheese branded	PDO cheese blind	CC branded	CC blind	PDO cured ham branded	PDO cured ham blind	CCH branded	CCH blind	PDO olive oil branded	PDO olive oil blind	COO branded	COO blind
Consumers' preference compared to products normally used (%)	better than	23	17	7	3	10	3	13	13	35	25	49	23
	similar to	64	53	53	40	63	57	30	40	38	33	18	37
	worse than	13	30	40	57	27	40	57	47	27	42	33	40
Purchase intention (%)	surely would buy	53.33	33.33	23.33	13.33	43.33	10	13.33	23.33	28.33	15	18.33	26.67
	probably buy	33.33	33.33	33.33	26.67	23.33	43.33	33.33	36.67	38.33	40	45	20
	not sure if would buy or not	6.67	23.33	33.33	33.33	23.33	26.67	16.67	23.33	23.33	25	18.33	33.33
	probably would not buy	6.67	10	6.67	23.33	3.33	16.67	23.33	3.33	6.67	13.33	13.33	16.67
	surely would not buy	0	0	3.33	3.33	6.67	3.33	13.33	13.33	3.33	6.67	0	3.33
Willingness to pay (€)	Mean value	12.17	10.23	9.63	8.63	23.87	22.47	21.37	22.03	9.02	6.77	7.65	7.52