Consumers’ attitudes for sustainable mountain cheese

The shift towards more sustainable consumptions and habits have had tangible impacts on food markets, which have accepted this challenge by offering a variety of certification systems to pull consumers aside. However, food purchasing choices are also guided by ethical, environmental and cultural motivations, functioning as drivers of food acquiring. This study aimed at assessing the influence of consumers’ attitudes in purchasing an Alpine cheese labelled with a food sustainability logo, as the mountain product brand, following a two‐step approach. We estimated the consumers’ preferences for some sustainable labels by using Choice Experiments (CE), followed by a Partial Least Squares Structural Equation Modeling (PLS‐SEM) approach to assess the influence of three attitudinal scales on the consumers’ behavior. The main results show the influence of green consumers’ values on the mountain product brand choice, and a strong relationship between green consumers’ and animal well‐being values. In the conclusions, some policy indications are provided.