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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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    11. Carlucci, Domenico & Dedevitiis, Biagia & Nardone, Gianluca & Santeramo, Fabio Gaetano, 2016. "Certification Labels Vs Convenience Formats: What drives the market in aquaculture products?," MPRA Paper 75448, University Library of Munich, Germany.
    12. Marek Angowski & Aneta Jarosz-Angowska, 2020. "Importance of Regional and Traditional EU Quality Schemes in Young Consumer Food Purchasing Decisions," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 2), pages 916-927.
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