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.

Sylvander, Bertil
Barjolle, Dominique
Arfini, Filippo
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 Record created 2017-04-01, last modified 2018-01-23

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