Journal
INTERNATIONAL JOURNAL OF CONSUMER STUDIES
Volume 36, Issue 2, Pages 158-165Publisher
WILEY
DOI: 10.1111/j.1470-6431.2011.01092.x
Keywords
European quality labels; olive oil; consumer preferences; willingness to pay; choice experiment
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This paper assesses consumers' preferences and willingness to pay for European Union geographical indication quality labels [Protected Designation of Origin (PDO) and Protected Geographical Indications (PGI)], organic farming label and other product quality cues. Using a choice experiment, random parameter logit model and olive oil as product of interest, results suggest that respondents are willing to pay the highest premium price for a product with a PDO label, followed by organic farming label, a quality cue describing the product as extra-virgin olive oil and then a PGI label.
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