How much is sustainability worth in luxury food? The case of the Pistacchio Verde di Bronte PDO

This study explores how sustainability-related information affects consumers’ willingness to pay for Pistacchio Verde di Bronte PDO, a luxury agri-food product. Using an experimental auction with multiple price lists and random-effects interval regression models, the results show that transparent communication about environmentally sustainable practices increases perceived value, although the effects vary across consumer segments. While PDO certification remains an important signal of quality, transparency of costs related to the implementation of environmentally sustainable practices, such as Integrated Pest Management, increases perceived equity and justifies premiums price. These findings contribute to the literature on credence goods, perceived quality, and segmentation, offering practical insights for producers and policymakers on how to design targeted sustainability communication strategies in differentiated premium markets.