This study presents an analysis of consumer preferences for a new food product: Tinned Chianina meat. Respondents (N = 249) participated in a sensory test, where they were also asked to declare their willingness to pay (WTP) for the tasted product. The WTP data were collected after the sensory test by means of the contingent valuation method using a payment card elicitation format. Data were analysed with Cragg's double-hurdle model to understand which factors influenced market participation (WTP > 0) and then the variables that influenced the declared WTP. According to our results, sensory perception played a key role in explaining both participation in the market and the magnitude of the expressed WTP. Moreover, we found that the sensory aspects have a different effect on the decision to participate in the market and on the magnitude of the expressed WTP. Smell and flavour are the most important in determining the probability of entering the market, while texture has the greatest impact on the declared WTP.
Keywords: canned meat; consumer preferences; double hurdle; food; sensory preferences; taste.