Rasch analysis of consumer attitudes towards the mountain product label

In 2012 the European Union adopted the Regulation No. 1151/2012, which, among others, defines the legal framework to protect the originality and authenticity of mountain foods through the "Mountain Product" quality scheme. The research aims to analyze people's attitudes towards mountain foods and the EU Mountain Product label, as well as their area of origin, i.e., the mountains. For the purpose of this research, the Rasch model was used since its properties make it suitable to identify the measure of interest. The results allow us to identify potential leverage to plan promotional activities in order to enhance the value of mountain food, raise awareness on the EU label, thus improving the sustainability of mountain farms and regions.