*2.2. Measures*

On the basis of the literature above mentioned [26–29,31,32], the study detected three main measures to assess consumers' attitudes towards the dairy products with certification marks (see the complete list of items in Table 1).


**Table 1.** List of measures and items.

The first measure is *Packaging and Territoriality* (PT). Starting from the considerations on the role of packaging and the relationship with territoriality [26–29], we formulated three items as follows: "The packaging must reflect the tradition of production"; "The packaging must recall the territory"; and "The packaging must clarify the place of production". Participants had to indicate their agreemen<sup>t</sup> or disagreement with each item using a 7-point Likert scale ranging from 1 (strongly disagree) to 7 (strongly agree). This measure obtained a very satisfactory reliability, with a Cronbach's alpha coefficient ( α) of 0.82 (IT = 0.86; FR = 0.80).

The second measure is *Perceived Product Safety* (PPS). This measure focuses on the perceptions of consumers of how healthy and nutritious a product is. Three items were, therefore, formulated on the basis of the literature considering the need for safe products, particularly when considering dairy products with certification marks and the considerations of aware consumers [31,32]. The items were as follows: "It is important that the products with the certification mark I choose are healthy"; "It is important that the products with the certification mark I choose are nutritious"; and "It is important that the products with the certification mark I choose are without additives". Participants had to indicate their agreemen<sup>t</sup> or disagreement with each item using a 7-point Likert scale ranging from 1 (strongly disagree) to 7 (strongly agree). This measure obtained a satisfactory reliability, with a Cronbach's alpha coefficient ( α) of 0.72 (IT = 0.70; FR = 0.75).

The third measure is *Intention to Buy* (IB), understood as the positive attitude towards buying dairy products with certification marks. This measure is based on the consideration of the quality that a product should have and the possibility for consumers to place their trust in that product [23,31,32]. Also in this case, three items were formulated: "Thinking about the certification mark, I am willing to pay more"; "Thinking about the certification mark, if it weren't present in one shop, I would look for it in another"; and "Thinking about the certification mark, I would recommend purchasing it". Participants had to indicate their agreemen<sup>t</sup> or disagreement with each item using a 7-point Likert scale ranging from 1 (strongly disagree) to 7 (strongly agree). This measure obtained a satisfactory reliability, with a Cronbach's alpha coefficient ( α) of 0.78 (IT = 0.80; FR = 0.72).
