In this study we explore the consumers' preferences and drivers affecting the choice of cheese with alternative labels. A random parameter logit models was applied on a discrete choice experiments (DCE) for eliciting the preferences of cheese consumers surveyed in two EU countries, France (n=400) and Italy (n=401). We analysed consumers' choices of quality-labelled food products, i.e., protected designation of origin (PDO) labelled Parmigiano Reggiano and Comté, combined with other labelling features. Consumers' preferences for PDO label combined with organic label and mountain product label were tested in, respectively, France and Italy. In addition, price and brand effects on consumers' choices were also tested. Finally, we applied the theory of planned behaviour (TPB) framework to explore the main drivers of the PDO-labelled purchase intention and behaviour. This latter was measured with both a self-reported frequency scale, and with the stated preferences expressed through the DCE.

Structural equation modelling (SEM) indicated perceived behavioural control (PBC) and attitude to be significant predictors of intention to purchase PDO-labelled cheese in France and Italy. Subjective and moral norms affected intention in France. Intention significantly influenced the hard cheese purchase behaviour in both countries. The results confirm that the TPB model predicted the self-reported measure of behaviour more than the observed one (the DCE model), in both countries. The TPB interrelationships varied between countries, suggesting that food systems operators and public authorities should carefully target their intervention to stimulate the demand of PDO-labelled products.

The paper also contributes to the literature on credence attributes, by examining Willingness to Pay (WTP) for the mountain product, organic and PDO labels, and by identifying the effects of personal characteristics, in terms of socio-demographics and level of product involvement on the differences in WTP. The results show that for French and Italian consumers the price is the most important attribute, followed by the PDO quality label, in particular when combined with other quality features (i.e. the organic label in France, and the mountain product label in Italy). Two cheese consumer segments were identified via latent class models for each country: Price Sensitive Quality adverse consumers (21.5%), and Quality seekers (78.5%) in France, and High Quality Seekers (88.7%), and PDO Lovers (11.3%) in Italy. Significant differences in socio-demographics and attitudinal variables between segments were tested and discussed. This segmentation might help producers to improve their marketing of agri-food products with a high gastronomic value and differentiation potential, applying a combination between PDO labels with other labels.