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Consumers’ Awareness and Attitudinal Determinants of European Union Quality Label Use on Traditional Foods

Author

Listed:
  • Verbeke, Wim
  • Pieniak, Zuzanna
  • Guerrero, Luis
  • Hersleth, Margrethe

Abstract

This study analyses European consumers’ awareness and determinants of use of PDO, PGI and TSG labels in six European countries (Italy, Spain, France, Belgium, Norway and Poland) using data from a cross-sectional survey with 4,828 participants. The study confirms a higher awareness of PDO (68.1%) as compared to PGI (36.4%) and TSG (25.2%). Awareness is higher among men and people aged above 50 years. Consumers’ use of a PDO, PGI or TSG label is triggered by the belief that the label signals better product quality. Quality beliefs are shaped by an interest in getting information about product quality through the quality label. Interest in the origin of foods is a stronger direct and indirect driver of label use than interest in support for the local economy, but both motivations are not directly related to TSG-label use. Differences in the role of determinants are small between the three labelling schemes and between countries with versus without a strong tradition of quality labels in their agricultural and food quality policies. Apart from building general awareness and favourable quality perceptions of the quality schemes and their respective labels, efforts to stimulate consumers’ interest in origin and getting information about product quality through EU quality labels are recommended.

Suggested Citation

  • Verbeke, Wim & Pieniak, Zuzanna & Guerrero, Luis & Hersleth, Margrethe, 2012. "Consumers’ Awareness and Attitudinal Determinants of European Union Quality Label Use on Traditional Foods," Bio-based and Applied Economics Journal, Italian Association of Agricultural and Applied Economics (AIEAA), vol. 1(2), pages 1-17, August.
    • Handle: RePEc:ags:aieabj:141970
    DOI: 10.22004/ag.econ.141970
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    References listed on IDEAS

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    1. Verbeke, Wim & Roosen, Jutta, 2009. "Market Differentiation Potential of Country-of-origin, Quality and Traceability Labeling," Estey Centre Journal of International Law and Trade Policy, Estey Centre for Law and Economics in International Trade, vol. 10(1), pages 1-16.
    2. Becker, Tilman C., 2009. "European Food Quality Policy: The Importance of Geographical Indications, Organic Certification and Food Quality Assurance Schemes in European Countries," Estey Centre Journal of International Law and Trade Policy, Estey Centre for Law and Economics in International Trade, vol. 10(1), pages 1-20.
    3. repec:dau:papers:123456789/5475 is not listed on IDEAS
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