Analysis of factors affecting on consumer attitudes about the use of natural milk in cheese production with emphasis on quality and price oriented

Many families believe that the use of powdered milk in the production of foam and especially cheese decreases its nutritional valueof and this belief has been led to changes in consumption attitudes of the these families.therefore this study estimated the willingness to pay in order to buy cheese produced from natural milk and determined effective factors on this willingness to pay by completing 201 questionnaires from consumers of cheese in Mazandaran province by using the contingent valuation method and Logit model. The results showed that the consumer who have tendency to quality on average would like to pay 14.94% and concumers who tendency to price on average would like to pay 14.76% more than currently price of cheese for buying cheese produced from natural milk. Also this study showed that more importance to the quality of the cheese compared to the cheese prices from the consumers perspective, education, the monthly demand, price per gram of cheese, household income, buying from farmers, buying the cheese because of being healthy cheese and tend to consume a more cream cheese or white cheese have significant and positive effect and variable number of household members, number of people interested in cheese and Bid variable significantly have had negative effect on the individual willingness to pay. It is proposed that the dairy companies along with existing brands pay attention to Iranian natural cheese brand produced from natural milk. So that if they be able to create this ensure for consumers by using natural cheese brand that cheese has been produced with natural milk, then consumers are willing to pay more compared to the current prices in the cheese market.