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How Much Do Consumers Value Protected Designation of Origin Certifications? Estimates of willingness to Pay for PDO Dry‐Cured Ham in Italy

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  • Christian Garavaglia
  • Paolo Mariani

Abstract

ABSTRACT This study investigates consumers’ preferences and willingness to pay (WTP) for protected designation of origin certifications. First, the paper proposes the use of a new index in food studies to measure WTP. We focus on dry‐cured ham in Italy. Our results add a geographical dimension to studies of consumer preferences by providing evidence of the existence of differences based on place of residence. Consumers who live in the same area where certified ham is produced are willing to pay a lower premium price than consumers living farther away are willing to pay: the closer consumers live to the area of production of the certified product, the less they refer to extrinsic certification cues [EconLit citations: Q11; D12; C35].

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  • Christian Garavaglia & Paolo Mariani, 2017. "How Much Do Consumers Value Protected Designation of Origin Certifications? Estimates of willingness to Pay for PDO Dry‐Cured Ham in Italy," Agribusiness, John Wiley & Sons, Ltd., vol. 33(3), pages 403-423, June.
    • Handle: RePEc:wly:agribz:v:33:y:2017:i:3:p:403-423
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    File URL: http://hdl.handle.net/10.1002/agr.21494
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    4. Paolo Mariani & Andrea Marletta & Mariangela Zenga, 2019. "A New Relative Importance Index of Evaluation for Conjoint Analysis: Some Findings for CRM Assistant," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 146(1), pages 135-148, November.
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    11. Cei, Leonardo & Stefani, Gianluca & Defrancesco, Edi, 2020. "The role of group-time treatment effect heterogeneity in long standing European agricultural policies. An application to the European geographical indication policy," Bio-based and Applied Economics Journal, Italian Association of Agricultural and Applied Economics (AIEAA), vol. 9(1), April.
    12. Balogh, Péter & Török, Áron & Czine, Péter & Horváth, Péter, 2020. "A fogyasztói magatartás elemzése feltételes választási modellekkel - a mangalicakolbász példáján [Analysing consumer behaviour with conditional choice models, with Mangalica sausage as an example]," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(5), pages 474-494.
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