Abstract
Milk consumption has been in decline for years, partly due to the change in policies and partly due to consumer behaviour and culinary tastes. In this context, differentiating the product and meeting the new needs of the consumer is fundamental. For those reason and to support this sector and the disadvantaged areas that can benet from it, the European Union EU introduced the optional quality term "Mountain Product". The aim of this study was to estimate the premium price that consumers are willing to pay for the A2-milk labeled mountain, with respect to the price of high-digestibility conventional milk. To accomplish this aim, a dichotomous choice, based on a double-bound model contingent valuation, has been used. This methodology allows, using a survey to reach a direct estimation of the premium price that consumers are willing to pay. The empirical results reveal that consumers are willing to pay a premium price for the A2-milk.