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Digital Strategies for Promoting PDO and PGI Agricultural Products in Southern Europe: Evaluating Online Presence and Sustainability Communication

Author

Listed:
  • Adriano Andreghetto

    (ESTG, Polythenic of Porto, 4610-156 Felgueiras, Portugal)

  • Marisa R. Ferreira

    (CIICESI, ESTG, Polythenic of Porto, 4610-156 Felgueiras, Portugal)

  • Markos Kourgiantakis

    (Department of Business Administration & Tourism, Hellenic Mediterranean University, GR71410 Heraklion, Greece)

Abstract

This research aims to assess the current landscape of digital communication practices among PDO and PGI agricultural products in Southern European countries—Italy, Spain, France, Greece, and Portugal—which together account for 75% of Europe’s GI-registered agri-food products. By analyzing the GI View portal and conducting desk research to assess the presence of producer groups and the promotion of their products across digital platforms, this study offers insights into how these products are marketed online. It combines an overview of digital presence across multiple platforms with a content analysis of Facebook posts. The findings reveal that, although digital tools—especially websites and social media—are increasingly used by GI producer groups, their potential remains underexploited. Most groups maintain some digital presence, yet the strategies are inconsistent and e-commerce remains underused. Despite being inherently linked to environmental and social sustainability, these attributes are rarely communicated—particularly on Facebook. This social media channel is the most used platform among GI producer groups; however, its use is poorly optimized with an irregular posting frequency. This study recommends investments in capacity building, integrated branding approaches, and the strategic inclusion of the inherent value of GI products in digital narratives to enhance their visibility, differentiation, and sustainability communication.

Suggested Citation

  • Adriano Andreghetto & Marisa R. Ferreira & Markos Kourgiantakis, 2025. "Digital Strategies for Promoting PDO and PGI Agricultural Products in Southern Europe: Evaluating Online Presence and Sustainability Communication," Sustainability, MDPI, vol. 17(11), pages 1-24, May.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:11:p:4958-:d:1666516
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    References listed on IDEAS

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    1. Shiau, Wen-Lung & Dwivedi, Yogesh K. & Lai, He-Hong, 2018. "Examining the core knowledge on facebook," International Journal of Information Management, Elsevier, vol. 43(C), pages 52-63.
    2. Eduard Cristobal-Fransi & Natalia Daries & José Ramón Cardona & María de la Cruz Del Río-Rama, 2023. "Challenges of digitization in the social economy in times of pandemic: the evolution of online presence and e-commerce in agri-food cooperatives," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 11(1), pages 1-26, December.
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