Traditional Foods, Rural Heritage, and Market Resilience.

Traditional food systems are increasingly threatened by industrialised agri-food production based on standardised processes, economies of scale, and lower production costs. This transformation risks undermining not only the economic viability of artisanal producers but also the cultural heritage, pastoral knowledge, and territorial identities embedded in traditional foods. This study contributes to rural studies and food heritage research by examining whether consumers' willingness to pay a premium for traditionally produced foods can sustain endangered rural production systems within competitive PDO markets. Focusing on Fiore Sardo PDO cheese, the study combines a Bertrand duopoly framework with the Theory of Planned Behaviour (TPB) to connect market competition, consumer beliefs, and support for traditional agri-food systems. Data from 1640 Italian consumers were analysed using structural equation modelling. The findings show that attitudes towards cultural preservation, social recognition of traditional production, and perceived support for shepherd communities significantly influence consumers' willingness to purchase and pay premium prices for traditionally produced cheese. Consumers associate artisanal production not only with superior sensory quality and authenticity but also with the protection of cultural identity, traditional pastoral practices, and rural landscapes. By integrating behavioural and economic perspectives, the study demonstrates that willingness to pay operates as a market mechanism through which consumers actively contribute to the resilience of traditional food systems facing industrial competition. The study advances existing literature by showing how cultural values, behavioural intentions, and market dynamics jointly shape the economic sustainability of traditional foods.