Amongst the determinants of the growing segmentation of demand for agrofood products, consumers’ concern for environmental issues increases the relevance of attributes such as environment-friendly production modes and food-safety issues in food choice. Capturing differences in latent preference intensities from qualitative choices in a way that allows for endogenous taste-segmentation requires the development of specific techniques which maintain consistency with the precepts of rational economic choice and utility maximization. Using a random utility latent segmentation approach we derive latent segments for carrots produced in a region (Val di Gresta, Trento) where producers have gained over time a sizeable reputation. Segments are derived on the basis of attributes such as the certified use of low-environmental impact production techniques (organic, integrated pest management and bio-dynamic) and collective brand recognition. The results indicate the presence of four distinctive groups of consumers preferences who display relevant differences in both willingness to pay and determinants of choice.
