La struttura dell’eterogeneità inosservabile delle preferenze al consumo: un approccio basato sulle classi latenti da responsi discreti

Amongst the determinants of the growing segmentation of demand for agrofood products, consumers’ concern for environmental issues increases the relevance of attributes such as environment-friendly production modes and food-safety issues in food choice. Capturing differences in latent preference intensities from qualitative choices in a way that allows for endogenous taste-segmentation requires the development of specific techniques which maintain consistency with the precepts of rational economic choice and utility maximization. Using a random utility latent segmentation approach we derive latent segments for carrots produced in a region (Val di Gresta, Trento) where producers have gained over time a sizeable reputation. Segments are derived on the basis of attributes such as the certified use of low-environmental impact production techniques (organic, integrated pest management and bio-dynamic) and collective brand recognition. The results indicate the presence of four distinctive groups of consumers preferences who display relevant differences in both willingness to pay and determinants of choice.