La disponibilità dei consumatori a pagare per la salubrità del cibo: il caso delle micotossine nel latte

[Autom. eng. transl.] Given the importance that consumers attribute to food health, private agri-food companies could adopt voluntary practices that aim to guarantee and preserve this attribute. In this context, a better understanding of the perception and value of the risk experienced by consumers could help both private companies and public institutions to undertake initiatives aimed at improving the healthiness of food. This article summarizes the results of an experiment to determine consumers' perception and economic assessment of mycotoxin risks in food by estimating the willingness to pay of a sample of Italian consumers for a "hypothetical" bottle of milk obtained from cows also fed with maize certified for the respect of good agricultural and manufacturing practices along the supply chain.