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Consumer Preferences for Country-Of-Origin, Geographical Indication, and Protected Designation of Origin Labels

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Author Info

  • Menapace, Luisa
  • Colson, Gregory J.
  • Grebitus, Carola
  • Facendola, Maria

Abstract

Motivated by the recognition that geography is often correlated with and/or an important determinant of the overall quality of agricultural products, consumer groups, industry representatives, and domestic and trade representatives have increasingly considered the potential role of geographical origin labels as consumer information and marketing tools. We investigate whether consumers recognize and value the informational content of a variety of nested geographical origin labels. In particular, this study disentangles and assesses three nested types of origin labels: country of origin (COOL), geographical indications (GI), and PDO/PGI. We find that, within the context of a high quality valueadded commodity such as extra virgin olive oil, consumers' willingness to pay varies across different countries of origin, and that within a country consumers have a greater willingness to pay for GI-labeled than non-GI labeled products. We also find evidence that consumers value PDOs more than PGIs, but the result is not as strong as that found for GI versus non-GI. Overall, our findings support the recent surge in interest by both developed and developing nations in reaching an agreement for stricter and more widespread protection of GIs within ongoing WTO discussions and harnessing them as marketing tools for expanding shares in export markets.

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Bibliographic Info

Paper provided by Iowa State University, Department of Economics in its series Staff General Research Papers with number 13122.

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Date of creation: 02 Nov 2009
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Handle: RePEc:isu:genres:13122

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Postal: Iowa State University, Dept. of Economics, 260 Heady Hall, Ames, IA 50011-1070
Phone: +1 515.294.6741
Fax: +1 515.294.0221
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Web page: http://www.econ.iastate.edu
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Keywords: geographical indications; consumer preferences; country of origin labels; PDO; PGI; olive oil;

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References

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  2. Sterns, James A. & House, Lisa & VanSickle, John J. & Wysocki, Allen F., 2004. "COOL and Consumers' Willingness to Pay in the Fresh Produce Industry - Some Initial Impressions from the Field," Working Papers, University of Florida, International Agricultural Trade and Policy Center 15644, University of Florida, International Agricultural Trade and Policy Center.
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Citations

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Cited by:
  1. Caputo, Vincenzina & Aprile, Maria Carmela & Nayga, Rodolfo M., Jr., 2011. "Consumers’ Valuation for European food quality labels: Importance of Label Information Provision," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland, European Association of Agricultural Economists 114324, European Association of Agricultural Economists.
  2. Resano, Helena & Sanjuán, Ana I. & Albisu, Luis M., 2012. "Consumers’ response to the EU Quality policy allowing for heterogeneous preferences," Food Policy, Elsevier, Elsevier, vol. 37(4), pages 355-365.
  3. Ngokkuen, Chuthaporn & Grote, Ulrike, 0. "Geographical Indication for Jasmine Rice: Applying a Logit Model to Predict Adoption Behavior of Thai Farm Households," Quarterly Journal of International Agriculture, Humboldt-Universität zu Berlin, Humboldt-Universität zu Berlin, vol. 51.
  4. Deselnicu, Oana C. & Costanigro, Marco & Souza-Monteiro, Diogo M. & McFadden, Dawn Thilmany, 2013. "A Meta-Analysis of Geographical Indication Food Valuation Studies: What Drives the Premium for Origin-Based Labels?," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, Western Agricultural Economics Association, vol. 38(2), August.
  5. Banterle, Alessandro & Cavaliere, Alessia & Ricci, Elena Claire, 2012. "Food labelled Information: An Empirical Analysis of Consumer Preferences," 2012 International European Forum, February 13-17, 2012, Innsbruck-Igls, Austria, International European Forum on Innovation and System Dynamics in Food Networks 144960, International European Forum on Innovation and System Dynamics in Food Networks.
  6. Grebitus, Carola & Jensen, Helen H. & Roosen, Jutta, 2013. "US and German consumer preferences for ground beef packaged under a modified atmosphere – Different regulations, different behaviour?," Food Policy, Elsevier, Elsevier, vol. 40(C), pages 109-118.
  7. Herbes, Carsten & Ramme, Iris, 2014. "Online marketing of green electricity in Germany—A content analysis of providers’ websites," Energy Policy, Elsevier, Elsevier, vol. 66(C), pages 257-266.
  8. Banterle, Alessandro & Cavaliere, Alessia & Ricci, Elena Claire, 2012. "Food Labelled Information: An Empirical Analysis," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, International Center for Management, Communication, and Research, vol. 3(2).
  9. Grebitus, Carola & Jensen, Helen H. & Sebranek, Joseph G. & Roosen, Jutta & Anders, Sven, 2009. "Consumer preferences for ground beef packaged under a modified atmosphere," 2009 Conference, August 16-22, 2009, Beijing, China, International Association of Agricultural Economists 51649, International Association of Agricultural Economists.

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