The market for PDO/PGI protected regional products: consumers' attitudes and behaviour

In this paper, we examine which consumers purchase PDO/PGI protected regional products and to what extent these consumers perceive a PDO or PGI label to add value to the regional product. A PDO/PGI label guarantees the region of origin of products and legally protects these products from other Small and Medium-Sized Enterprises trying to imitate or to benefit from the image of the product. The authors find that users of protected regional products can be differentiated from non-users. Like users of brands (versus generic brands}, users of regional products tend to be older and have higher incomes. Living in the region of origin of a regional product increases the likelihood of purchasing that product. Users attach more value to knowing the country/region of origin of the food products they purchase. Further, it is shown that users of regional products are willing to pay more for regional products that are protected by a PDO/PGI protection label. One of the reasons for this is that they perceive the PDO/PGI protection label to guarantee authentic, high quality products. Although a PDO/PGI protection label adds value to regional products, there is one large problem, namely the lack of consumer awareness and understanding of the PDO/PGI protection label. Unless the consumer awareness and understanding of these labels is improved, the added value of PDO and PGI labels will be limited.


Editor(s):
Sylvander, Bertil
Barjolle, Dominique
Arfini, Filippo
Issue Date:
1999-10
Publication Type:
Conference Paper/ Presentation
PURL Identifier:
http://purl.umn.edu/241121
Page range:
209-221
Total Pages:
13




 Record created 2017-04-01, last modified 2017-11-07

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