Development and Validation of the Perceived Authenticity Scale for Cheese Specialties with Protected Designation of Origin.

Katia Laura Sidali,Akhsa Joanne Taridaasi Manurung,Roberta Capitello

doi:10.3390/foods10020248

Katia Laura Sidali, Akhsa Joanne Taridaasi Manurung + Show 1 more

Open Access

https://doi.org/10.3390/foods10020248

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Abstract

Authenticity has become increasingly important in the modern market as consumers seek products more resonant of tradition and originality. This study aimed to develop and validate a perceived authenticity scale for food specialties. Furthermore, this work exposed the causal relationship between authenticity and consumer behaviour, by quantitatively analysing the effects of perception of authenticity and identification with a product on consumers’ willingness to consume the cheese Algovian Emmentaler, an iconic dairy product produced in southern Germany and protected with the designation of origin. Three surveys were conducted over two different timeframes. One served as a pre-test in Germany with a representative sample for the second two in Germany and Italy with a gourmet sample. Both objective authenticity and subjective authenticity were considered, with the former comprising concepts such as whether the respondent was sure of the cheese’s origin and the latter what the cheese embodied. Identification with Algovian Emmentaler was also surveyed. Exploratory factor analysis and confirmatory factor analysis were conducted on the survey data in order to construct an authenticity scale. Based on this scale, structural equation models were constructed. Objective authenticity was found to positively contribute to stated willingness to consume, as well as mediate subjective authenticity, which itself mediated the effects of identification. Subjective authenticity was a large contributing factor to willingness to consume among German consumers, whereas the effects of objective authenticity were higher in Italy compared with the former. Expectedly, identification with Algovian Emmentaler also had a high direct effect on willingness to consume in Germany.

Highlights

The increasing appeal of traditional, less sophisticated products among consumers on the marketplace has led to an increase in the significance of authenticity [1]
A perceived authenticity scale was developed using data from online surveys of gourmet consumers that were conducted during two different timeframes and in two different countries, namely Germany, where this cheese originates, and Italy, where lower knowledge of the product is compensated by a higher general culinary awareness
Prior studies have documented the importance of analysing the potential perception of food products and have called for more work to analyse the communication of food distinctiveness in both qualitative and quantitative ways [55]

Summary

Introduction

The increasing appeal of traditional, less sophisticated products among consumers on the marketplace has led to an increase in the significance of authenticity [1]. Food safety issues, such as bovine spongiform encephalopathy (BSE), foot-and-mouth disease and malpractice among food producers have intensified public sensitivity regarding the origin of food This has led to a surge in demand for high-quality products and desire for cultural identification [18]. To the best of our knowledge only a single study, conducted by Sidali and Hemmerling [19], has attempted to measure consumers’ perceived authenticity of a specialty food, which was found to have a positive influence on stated consumption. This study attempts to fill this gap by quantitatively measuring customers’ perceived authenticity of a German traditional specialty cheese in relation to their consumption of it. After the validity of the authenticity scale was verified, its effect on German and Italian respondents’ stated willingness to consume the cheese was analysed

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