The sensitivity of the consumers on the quality of fresh organic greenhouse tomato in Italy

Recently consumers have been directed towards an homologation of consumptions to the international model. Particularly, regarding fresh vegetables productions, an increasing interest on processed products (juices, etc.) and a corresponding rates change, once consumed as fresh, have been verified. An increasing demands of agrifood productions, obtained through proceedings characterized by a low environment impact, in particular organic ones, has been noticed (Reg. EEC 2092/91). Organic fresh vegetables and organic fresh fruits, have met with obstacles into the market due either to the poor differentiation of the organic production compared with the conventional production or to the low level of information of the consumers that often are not able to distinguish the messages linked to the qualitative peculiarities of these productions. The aim of this paper is to improve the knowledge level on the perception that Italian consumers have on fresh organic greenhouse tomato through the application of the conjoint analysis.