Serbian, Croatian and Spanish consumers' beliefs towards artisan cheese
ISSN: 0007-070X
Article publication date: 24 November 2021
Issue publication date: 25 August 2022
Abstract
Purpose
In the past two decades the popularity of artisan cheese emerged. The present study aimed to investigate similarities and differences in beliefs towards artisan cheeses among participants from Serbia, Croatia and Spain and to determine consumer profiles. Better understanding of their behaviours and beliefs could serve as the basis for the development of appropriate production and marketing strategies and for further popularisation of artisan cheeses.
Design/methodology/approach
The data on demographic structure, behaviours and beliefs of 947 participants in total were obtained via a questionnaire collected online. In order to identify consumer profiles and to define their specific beliefs, a cross-country cluster analysis has been conducted. Four clusters were identified: “highly educated men”, “highly educated women”, “millennials” and “educated senior women”. Mann–Whitney U test was used to identify statistically significant differences between countries and clusters.
Findings
Respondents from different countries had different preferences for cheese types and different ways of consumption. All participants valued artisan cheeses more than industrial cheeses in terms of healthiness and quality, but they believe that there is still much to be done in terms of proper packaging, labelling, branding, widening of assortment and providing better availability. The results of the present study revealed that participants had no clear opinion regarding trust in artisan cheese safety.
Originality/value
Up to date, no study investigated beliefs of consumers from Serbia and Croatia towards artisan cheese. Original consumer pool has unique characteristics: they are far more oriented towards open markets and purchasing cheese directly from producers; they have different preferences towards cheese types and different consuming habits. Unique consumer characteristics provided original findings considering their beliefs.
Keywords
Acknowledgements
This study is part of a research project based on the contract between the University of Belgrade - Faculty of Agriculture and the Ministry of Education, Science and Technological Development of the Republic of Serbia (451-03-9/2021-14/200116); As a part of the project “Modification of cheese ripening process and development of whey based products – SIRENA” co-financed by the European Union from the European Structural and Investment Funds in the financial period 2014–2020 and the Operational Programme Competitiveness and Cohesion. Contract No: KK.01.1.1.04.0096.
Conflict of interest: None
Citation
Miloradovic, Z., Blazic, M., Barukcic, I., Font i Furnols, M., Smigic, N., Tomasevic, I. and Miocinovic, J. (2022), "Serbian, Croatian and Spanish consumers' beliefs towards artisan cheese", British Food Journal, Vol. 124 No. 10, pp. 3257-3273. https://doi.org/10.1108/BFJ-04-2021-0409
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited