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Consumers’ Awareness and Attitudinal Determinants of European Union Quality Label Use on Traditional Foods

Author

Listed:
  • Verbeke, Wim
  • Pieniak, Zuzanna
  • Guerrero, Luis
  • Hersleth, Margrethe

Abstract

This study analyses European consumers’ awareness and determinants of use of PDO, PGI and TSG labels in six European countries (Italy, Spain, France, Belgium, Norway and Poland) using data from a cross-sectional survey with 4,828 participants. The study confirms a higher awareness of PDO (68.1%) as compared to PGI (36.4%) and TSG (25.2%). Awareness is higher among men and people aged above 50 years. Consumers’ use of a PDO, PGI or TSG label is triggered by the belief that the label signals better product quality. Quality beliefs are shaped by an interest in getting information about product quality through the quality label. Interest in the origin of foods is a stronger direct and indirect driver of label use than interest in support for the local economy, but both motivations are not directly related to TSG-label use. Differences in the role of determinants are small between the three labelling schemes and between countries with versus without a strong tradition of quality labels in their agricultural and food quality policies. Apart from building general awareness and favourable quality perceptions of the quality schemes and their respective labels, efforts to stimulate consumers’ interest in origin and getting information about product quality through EU quality labels are recommended.

Suggested Citation

  • Verbeke, Wim & Pieniak, Zuzanna & Guerrero, Luis & Hersleth, Margrethe, 2012. "Consumers’ Awareness and Attitudinal Determinants of European Union Quality Label Use on Traditional Foods," Bio-based and Applied Economics Journal, Italian Association of Agricultural and Applied Economics (AIEAA), issue 2, August.
  • Handle: RePEc:ags:aieabj:141970
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    References listed on IDEAS

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    1. Verbeke, Wim & Roosen, Jutta, 2009. "Market Differentiation Potential of Country-of-origin, Quality and Traceability Labeling," Estey Centre Journal of International Law and Trade Policy, Estey Centre for Law and Economics in International Trade, vol. 10(1).
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    3. Wim Verbeke, 2005. "Agriculture and the food industry in the information age," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 32(3), pages 347-368, September.
    4. Becker, Tilman C., 2009. "European Food Quality Policy: The Importance of Geographical Indications, Organic Certification and Food Quality Assurance Schemes in European Countries," Estey Centre Journal of International Law and Trade Policy, Estey Centre for Law and Economics in International Trade, vol. 10(1).
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    6. Teuber, Ramona, 2007. "Geographical Indications of Origin as a Tool of Product Differentiation : The Case of Coffee," Discussion Papers 33, Justus Liebig University Giessen, Center for international Development and Environmental Research (ZEU).
    7. Loureiro, Maria L. & Umberger, Wendy J., 2007. "A choice experiment model for beef: What US consumer responses tell us about relative preferences for food safety, country-of-origin labeling and traceability," Food Policy, Elsevier, vol. 32(4), pages 496-514, August.
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    9. Adrienn Molnár & Xavier Gellynck & Filiep Vanhonacker & Taras Gagalyuk & Wim Verbeke, 2011. "Do chain goals match consumer perceptions? the case of the traditional food sector in selected European Union countries," Agribusiness, John Wiley & Sons, Ltd., vol. 27(2), pages 221-243, Spring.
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    Cited by:

    1. Barjolle, Dominique & Brecic, Ruzica & Cerjak, Marija & Giraud, Georges, 2015. "Traditional Food in Western Balkan Countries Consumers’ Perceptions and Habits," 145th Seminar, April 14-15, 2015, Parma, Italy 200233, European Association of Agricultural Economists.
    2. Anna Gaviglio & Mattia Bertocchi & Maria Elena Marescotti & Eugenio Demartini & Alberto Pirani, 2016. "The social pillar of sustainability: a quantitative approach at the farm level," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 4(1), pages 1-19, December.
    3. Gaviglio, Anna & Demartini, Eugenio & Pirani, Alberto & Marescotti, Maria Elena & Bertocchi, Mattia, 2015. "National Brands versus Private Labels versus Niche Products: a graphical representation of consumers' perception," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202731, European Association of Agricultural Economists.
    4. repec:eee:wdevel:v:98:y:2017:i:c:p:12-24 is not listed on IDEAS
    5. Šárka Velcovská & Tomáš Sadílek, 2014. "The System of the Geographical Indication – Important Component of the Politics of the Consumers` Protection in European Union," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 16(35), pages 228-228, February.
    6. Weinrich, Ramona & Spiller, Achim, 2016. "Can a Multi-Level Label do Better than a Binary Label for Animal Welfare? A PLS-Analysis of Consumer Satisfaction," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IFAMA), vol. 19(3).

    More about this item

    Keywords

    Consumer; EU food quality policy; PDO; PGI; Traditional food products; TSG; Agricultural and Food Policy; Consumer/Household Economics; Demand and Price Analysis; Food Consumption/Nutrition/Food Safety; Marketing; D12; D83; Q13; Q18;

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • Q18 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Policy; Food Policy

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