期刊名称：Jahrbuch der Österreichischen Gesellschaft für Agrarökonomie
印刷版ISSN：1815-1027
出版年度：2017
卷号：27
页码：79-86
DOI：10.15203/OEGA_27.11
出版社：Facultas
摘要：The mountain landscapes in South Tyrol are characterized by small-scale dairy farms and alpine pastures that
currently run the risk of being abandonment due to cost disadvantages. New marketing concepts for milk can
be one solution to remunerate mountain farmers for their efforts. Crucial for the success of new strategies is
consumers’ appreciation. Therefore, this study analyses the expectations of 171 South Tyrolean consumers
regarding hay and pasture-raised milk. The results show that associations with hay milk refer to “barns”, and
“hay (feeding)” whereas associations with pasture-raised milk are “pasture”, “naturalness” and “free-roaming
cows”. Both concepts offer opportunities for milk marketing in South Tyrol, whereas pasture-raised milk is
evaluated more positive compared to hay milk.
