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The Coexistence of PDO and Brand Labels: The Case of the Ready-sliced Parma Ham

Author

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  • Arfini, Filippo
  • Pazzona, Marina

Abstract

The general purpose of the paper is to investigate consumer's attitude towards high quality agri-food products. The research analyses PDO labelled products packaged by law in the production area. Within the same area, the Producers' Group imposes the use of the Consortium label as a quality sign. As consequence, collective labels as well are find on a product packaging, by virtue of the fact that not only they graphically and symbolically represent quality, but they also inform customers about the properties of a specific PDO good. Moreover, on the same package other labels (industrial and private ones) are displayed on the same package. At this purpose, the research analysis of the customers' perception of such particular labels combination focusing the case of the ready-sliced Parma ham. The analysis gives the opportunity of evaluating, from an economic perspective, aspects related to the use of multi-labelling strategy.

Suggested Citation

  • Arfini, Filippo & Pazzona, Marina, 2014. "The Coexistence of PDO and Brand Labels: The Case of the Ready-sliced Parma Ham," 2014 International European Forum, February 17-21, 2014, Innsbruck-Igls, Austria 199377, International European Forum on System Dynamics and Innovation in Food Networks.
    • Handle: RePEc:ags:iefi14:199377
    DOI: 10.22004/ag.econ.199377
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    References listed on IDEAS

    as
    1. Koert Van Ittersum & Matthew T. G. Meulenberg & Hans C. M. Van Trijp & Math J. J. M. Candel, 2007. "Consumers’ Appreciation of Regional Certification Labels: A Pan-European Study," Journal of Agricultural Economics, Wiley Blackwell, vol. 58(1), pages 1-23, February.
    2. Kelvin J. Lancaster, 1966. "A New Approach to Consumer Theory," Journal of Political Economy, University of Chicago Press, vol. 74(2), pages 132-132.
    3. Arfini, Filippo, 1999. "The value of typical products : the case of Prosciutto di Parma and Parmigiano Reggiano cheese," 67th Seminar, October 28-30, 1999, LeMans, France 241032, European Association of Agricultural Economists.
    4. Dentoni, Domenico & Menozzi, Davide & Capelli, Maria Giacinta, 2012. "Group heterogeneity and cooperation on the geographical indication regulation: The case of the “Prosciutto di Parma” Consortium," Food Policy, Elsevier, vol. 37(3), pages 207-216.
    5. Ladd, George W & Zober, Martin, 1977. "Model of Consumer Reaction to Product Characteristics," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 4(2), pages 89-101, Se.
    Full references (including those not matched with items on IDEAS)

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    Keywords

    Agribusiness; Food Consumption/Nutrition/Food Safety; Food Security and Poverty;
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