Table 3.

Mean part-worth and relative importance for all respondents.

Attributes	Levels	Utility Estimate	Importance Values (%)
Quality Certification	NO PDO	−0.077	8.292
	PDO	0.077
Production System	Organic	0.144	10.652
	Conventional	−0.144
Brand	No Brand	−0.287	58.239
	Aurrichio	0.966
	Coop	−0.378
	Latteria Soresina	−0.301
Lactose Content	Contains Lactose	0.039	8.941
	Lactose-Free	−0.039
Price	2.2	−0.068	13.877
	2.86	−0.136
	3.2	−0.204
(Constant)		6.723

Notes: Pearson’s R = 0.992; Kendall’s tau = 1.000.