The Role of the Region of Origin and EU Certificates of Origin in Consumer Evaluation of Food Products

European Review of Agricultural Economics, Vol. 28, No. 4, pp. 451-477, 2001

28 Pages Posted: 5 Feb 2010

Date Written: 2001

Abstract

This paper tests the hypothesis that region-of-origin cues and EU certificates of origin (PDO protection labels) influence regional food product preferences directly, and not only indirectly through perceived quality, as has sometimes been affirmed. Conjoint analysis is applied to data on Italian consumers' quality perceptions and preferences for extra virgin olive oils from the Sabina and Canino regions of Lazio, Italy. The region-of-origin cue and the PDO label were both found to influence regional product preferences through perceived quality, although the effect is limited to specific consumer segments. Furthermore, the region-of-origin cue has a direct effect on regional product preference for some consumer segments, especially those resident in the product's region of origin. No direct effect of PDO labels on product preference was found.

Keywords: Certificates of Origin, Conjoint Analysis, Consumer Preference, Regional products, Extra Virgin Olive Oil

Suggested Citation

Lans, Ivo A. van der and van Ittersum, Koert, The Role of the Region of Origin and EU Certificates of Origin in Consumer Evaluation of Food Products (2001). European Review of Agricultural Economics, Vol. 28, No. 4, pp. 451-477, 2001. Available at SSRN: https://ssrn.com/abstract=1547943

Ivo A. van der Lans

Wageningen UR ( email )

Hollandseweg 1
6706KN
Netherlands

Koert Van Ittersum (Contact Author)

University of Groningen ( email )

Postbus 72
9700 AB Groningen
Netherlands

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