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Consumers’ response to the EU Quality policy allowing for heterogeneous preferences

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  • Resano, Helena
  • Sanjuán, Ana I.
  • Albisu, Luis M.

Abstract

Using dry-cured ham as an anchor product, consumers’ preferences for EU Quality Certification schemes, region of origin and price have been investigated with conjoint analysis. In order to achieve this aim, a mixed rank-ordered logit which allows for the investigation of heterogeneous preferences and their sources has been estimated. In particular, we have analysed to what extent consumers’ socio-demographic traits affect their price-sensitiveness and whether consumers’ sensory (hedonic) valuations and attitudes towards ham with a Protected Designation of Origin (PDO) affect the preferences for specific attributes. Results show that consumers with a low-medium age and income are more price sensitive. Consumers more inclined sensorially towards the regional specialty (with or without PDO) are more likely to purchase this product, and consumers with a more favourable attitude towards PDO ham are also more prone to purchase cured ham with quality certification. Findings also suggest that although the PDO scheme attracts a segment of consumers, the origin by itself is still a more powerful signal of quality, and more specifically the region of origin.

Suggested Citation

  • Resano, Helena & Sanjuán, Ana I. & Albisu, Luis M., 2012. "Consumers’ response to the EU Quality policy allowing for heterogeneous preferences," Food Policy, Elsevier, vol. 37(4), pages 355-365.
  • Handle: RePEc:eee:jfpoli:v:37:y:2012:i:4:p:355-365
    DOI: 10.1016/j.foodpol.2012.03.006
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    2. 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.
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    4. Balogh, Péter & Békési, Dániel & Gorton, Matthew & Popp, József & Lengyel, Péter, 2016. "Consumer willingness to pay for traditional food products," Food Policy, Elsevier, vol. 61(C), pages 176-184.
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    6. Clipa, Cătălin-Ioan & Danilet, Magdalena & Clipa, Anca-Maria, 2017. "Country of origin effect and perception of Romanian consumers," MPRA Paper 83590, University Library of Munich, Germany.

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