1 Influence of brand equity on milk’s choice: a survey through Choice Experiments approach CHIARA TAGLIONI 1 , ALESSIO CAVICCHI 2 , BIANCAMARIA TORQUATI 1 , RICCARDO SCARPA 3 1 University of Perugia, Department of Economics and Appraisal, Borgo XX giugno, 74 – 06124 Perugia (Italy). E-mail: chiara.taglioni@agr.unipg.it; torquati@unipg.it 2 University of Macerata, Department of Studies on Economic Development, P.zza Oberdan, 3 – 62100 Macerata (Italy). E-mail: a.cavicchi@unimc.it 3 Waikato Management School, University of Waikato, Department of Economics, Hamilton, New Zealand. E-mail: scarpa@waikato.ac.nz Paper prepared for presentation at the 119 th EAAE Seminar ‘Sustainability in the Food Sector: Rethinking the Relationship between the Agro-Food System and the Natural, Social, Economic and Institutional Environments’, Capri, Italy, June, 30 th – July, 2 nd , 2010