Local Cheese: Factors Affecting Consumption and PLS-Path Modelling Study

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Published: Apr 19, 2024
DOI: https://doi.org/10.12681/jhvms.32350
Keywords:
local cheese consumption awareness extrinsic and intrinsic quality attributes willingness to pay PLS-path
JV Tankosić
University Business Academy in Novi Sad, Faculty of Economics and Engineering Management in Novi Sad, Cvećarska 2, 21000 Novi Sad, Serbia
S Ignjatijević
University Business Academy in Novi Sad, Faculty of Economics and Engineering Management in Novi Sad, Cvećarska 2, 21000 Novi Sad, Serbia
M Ivaniš
University Business Academy in Novi Sad, Faculty of Economics and Engineering Management in Novi Sad, Cvećarska 2, 21000 Novi Sad, Serbia
M Mihajlović
University of Defence, Military Academy, Pavla Jurišića Šturma 33, 11000 Belgrade, Serbia
J Avakumović
University “Union-Nikola Tesla”, Faculty of Management, Njegoševa 1a, 21205 Sremski Karlovci, Serbia
N Puvača
University Business Academy, Faculty of Economics and Engineering Management, Department of Engineering Management in Biotechnology
https://orcid.org/0000-0002-5500-7010
Abstract

This paper proposes a model for investigating the current preferences of local cheese consumers in terms of the extrinsic and intrinsic quality attributes associated with the local cheese consumption awareness and the willingness to pay for local cheese in the Republic of Serbia. Local cheese extrinsic quality attributes such as adequate price, country of origin, geographical indication, and attractiveness of the label, have shown the strongest direct influence on the willingness to pay for local cheese. Strong influence is also manifested in the perceived extrinsic quality attributes of local cheese on the consumers‘ awareness of local cheese consumption. The intrinsic quality attributes of local cheese have a positive impact on the local cheese consumption awareness, but not on the willingness to pay more for local cheese, which shows that the intrinsic qualities of local cheeses should be further promoted in order to enhance the willingness to pay more for the local cheese in a specific location. The local cheese consumption awareness has manifested a direct positive relation with the willingness to pay for local cheese therefore the increased awareness of the importance of the consumption of local cheese can be reflected in stronger buying intentions. These insights can offer opportunities for strategic actions of local cheese market stakeholders regarding the local cheese promotion and consumption.

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Author Biography
N Puvača, University Business Academy, Faculty of Economics and Engineering Management, Department of Engineering Management in Biotechnology

Department of Engineering Management in Biotechnology

Assistant Professor and Research Associate

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