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

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  • Van Ittersum, Koert
  • Candel, Math
  • Torelli, Franco

Abstract

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.

Suggested Citation

  • Van Ittersum, Koert & Candel, Math & Torelli, Franco, 1999. "The market for PDO/PGI protected regional products: consumers' attitudes and behaviour," 67th Seminar, October 28-30, 1999, LeMans, France 241121, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaae67:241121
    DOI: 10.22004/ag.econ.241121
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    1. Kwamena K. Quagrainie & James Unterschultz & Michele Veeman, 1998. "Effects of Product Origin and Selected Demographics on Consumer Choice of Red Meats," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 46(2), pages 201-219, July.
    2. Rhonda K. Skaggs & Dale J. Menkhaus & Steven J. Torok & Ray A. Field, 1987. "Test marketing of branded, low fat, fresh beef," Agribusiness, John Wiley & Sons, Ltd., vol. 3(3), pages 257-271.
    3. Henry W. Kinnucan & Cynda R. Clary, 1995. "Brand versus generic advertising: A conceptual framework with an application to cheese," Agribusiness, John Wiley & Sons, Ltd., vol. 11(4), pages 355-369.
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