Naturalness and Consumer Choices: The Case of Microfiltered Milk

Adele Coppola & Fabio Verneau
Food is a very sensitive area and the most intimate form of consumption. Consumer choice is known to be strongly affected by emotional factors usually not taken into account in economic analysis. At the same time it is clear that such emotional factors can affect consumer behaviour and market reactions above all when there are scandals and concerns. One of the emotional aspects that seems to dominate consumer behaviour in the food sector is so...
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