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Table 8 Description of the attributes provided to respondents before the choice experiment

From: Pay more for me, I’m from the mountains! The role of the EU Mountain Product term and other credence attributes in consumers’ valuation of lamb meat

Attribute

Description

Sheep breed

Traditional local breeds are considered at risk of extinction, while they have a strong link with the tradition and culture of their territories of origin. The focus here is on local breeds reared in the Veneto region

Mountain Product

The presence of the EU “Mountain Product” label on the product guarantees that animals were reared and slaughtered in a mountain area and fed with feedstuff mainly produced in a mountain area

Grazing practice

All lambs are reared on pasture. Under rotational grazing only, pasture is split in plots which are alternatively used according to a specific scheme. This has positive effects on the quality of the fodder, increases the pasture biodiversity and improves the landscape mosaic, also preventing the overexpansion of the forest